Managing Brands

I find it ironic that Brand Managers, who are responsible for managing brands, have little to no input in managing the customer experience.  Over time, their role has been reduced to a communication function. That is flawed Marketing logic, and results in wasted resources. 

Ultimately, Brand Management is almost entirely about managing the customer experience. The problem is that those that make the promises, are not responsible for fulfillment or ensuring customer satisfaction. That is certainly, a recipe for disaster. 

Yet, most organizations never seem to learn these important lessons. Maybe they just don’t know differently, or maybe, they choose to bury their heads in the sand.