Our Association is constituted to help those who work in companies who see the value of organisational brand leadership as:
- involving multidisciplinary interaction, ideally linking to every employee who serves the brand
- providing the glue that connects a company's intangible assets together
- requiring a measurement audit defined in terms of win-win human relationships across a company's community of stakeholders
We currently have three branches of our Association (membership free but subject to qualification, inquiries):
- Practitioner CBOs who enjoy their own private membership directory
- World Leading authors and advisers on branding and intangibles
- Others, including students, who passionately connect with our purpose, and its dissemination around the worldwide web
To experience a little more about who we are and what our community practices, here are two expressions of our interests:
Chief Brand Officer Association
1.Our Manifesto and Invitation to You
We want to develop a more productive world where we build relationships that people value, with brands you trust, where employees feel good to work and branding is not a dirty word. Join us in this exploration
2.Our Common Language: Definition of Branding
Building relationships that people (all stakeholders) value. In our view, this is what brand leadership systems do and should be measured on. Our communal experience: brand knowledge is most simply networked and energetically actioned where everyone believes in making business human again.
3. Our Map of Growth : The Virtuous Circle of Brand Leadership
The Brand Idea defines the organisation; leads to the organisation creating the relationships that people value; leads to the sum total of the relationships to build the brand; feeds back into the brand idea that defines the organisation
Sweden, 27-29 June 2001: Our Inaugural Retreat sought to rehearse a common belief in Brand Productivity, aimed to connect this through presentations of original work which we are most proud of doing, and invites like-minded experts to join us in a virtual Association, CBO2. We would be delighted if our movement seeds a calendar of real events, with the possibility http://www.medinge.com will come to be seen as the perfect place once Brand Productivity Professionals merit an annual world forum of the kind that economists promote at Davos.
'CBO' by CBO2 Member Peter Fisk
Situation : Brands can be incredibly valuable to a business
- They connect relationships (with stakeholders, and between them)
- They connect intangible assets (ideas, talent, affinities and reputation)
Complication : But many don't have an operational model to capture this value
- They fail to manage their multiple stakeholder relationships for win-wins
- They fail to connect their intangible assets to create tangible value
Question : How should organisations reform brands to unlock their potential?
Answer : By creating the brand as a 'value exchange' for the business
- A dynamic business system that connects the organisations multiple stakeholder relationships, and the intangible assets that emerge, at physical and emotional levels, to create and sustain the most appropriate mutual value.
Solution : How do I create and deliver my brand value exchange?
- Excite people with the possibilities of extreme models, innovative forms of
value exchange which connect stakeholders and intangible assets in new ways
- S: The value exchange approach is a fundamentally different approach to branding
- C : Yet people are locked into existing beliefs, principles and metrics
- Q : How do can I break out of this paradigm?
- A : By creating extreme value exchange models and explore their implications
- Design and implement the value exchange which is most appropriate to your
business, in pursuit of an extreme model, and based on the simple principles
Manage the brand value exchange successfully, connecting it to the strategic
and operational business model, macro and micro actions, facilitated by the 'CBO'.
- S : The appropriate model will create win-win dynamics for your business
- C : Yet these will be different in every case, and sometimes not even possible
- Q : How do I create the appropriate brand value exchange for my business?
- A : By considering the practical evolution towards my preferred extreme
- S : My chosen brand value exchange becomes my strategic business model
- C : However it requires new ways of working, driven by new brand leadership
- Q : So who should be the 'Chief Brand Officer' of my organisation?
- A : At one level everyone, more specifically the CBO is the exchange facilitator
Contributor: Chris Macrae
Chris Macrae is an independent brand counsel who specialises in brand as the "heart" of the organisation. His focus is on processes that connect the brand, the business model, value exchanges and digital transformation strategies. He is the author of three authoritative books on brand organisation and leadership: Brand Architecture; Brand Chartering, and Living Brand Reality. As a prominent host of dialogue about brand on the web since 1995, Chris has access to a wide range of expertise in brand management.