How CMOs Build Brands by Collaborating Across Silos
Harvard Business Review
MAY 31, 2011
As a consultant, the CMO group at VISA gives advice to the country teams on how to interpret and take action on tracking studies. Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system.
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