The CMO's main job is to protect the company's brand assets," said Allen Adamson, brand consultant and co-founder of brand consultancy Metaforce. "The job has gotten trickier and trickier because connecting with consumers is harder, more complicated and more complex. It gets even trickier because the country is also incredibly polarized and fragmented so the one-size-fits-all approach no longer fits.
CMOs will be in service of the consumer," said Stephanie Hanley, chief brand officer at ad agency EP+Co. "They'll return to consumer-obsession. Talking with them. Innovating for them. Inviting them to co-create for the brand's community, not just for the platform or the brand. CMOs will use their scrappy mentality to find new channels to build consumer relationship, looking more closely at the full journey to find pockets for impact that may have been overlooked over the last five years.
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