By Jeff Neff, Advertising Age
BATAVIA, Ohio — Managing a brand has always been a slightly odd concept, given that consumers are the real arbiters of brand meaning, and it’s become increasingly outmoded in today’s two-way world. That’s why a new report is going to recommend changing the name “brand manager” to “brand advocate,” and fundamentally changing marketer organizations in response to the onset of the digital age.
Continue reading this article in its entirety: http://bmurl.com/j93u