The concept of brand is shifting from mere visual identity to becoming a vital mechanism that connects consumers to cultural values and communities. A Chief Brand Officer now collaborates closely with CMOs to harness brand strategies that emphasize creation, collaboration, and community, particularly to engage Gen Z, who will wield significant purchasing power in the near future. Insights from leaders like Matt Kerbel of Turo illustrate the importance of branding as a catalyst for consumer connection and loyalty in today's market.
To me, the role of a brand is to become a trigger for something... If I need to work efficiently, I might think of Google.
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