When we first start
building our businesses,
managing our brands
is usually easy.
We tend to have
one brand to build
and
we can put ourselves
in the role of
brand leaders.
Once we expand our brands,
managing more than one,
it often makes sense
to put one person
in charge of each brand.
As
Sandra Sanderson,
Marketing SVP
at Empire,
shares
“Having a lead
for each brand
helps to drive the strategy
and drive differentiation.
In the past,
there would have been
ad hoc fulfillment
of communications requests.
Now there’s someone
sitting at the leadership table,
discussing business needs
with all of the other functional needs.
It’s fundamentally a different approach.”
Designate a brand lead,
a champion for each brand.