Brands are often the greatest asset a business has, in the case of service businesses, brands make up most of the assets.

Why then are the brand sensitive decisions so often made by young, inexperienced so-called “marketers”  whose agenda is driven by many things, but not usually the health of the brand beyond their expected short tenure. 

It does not matter if the CEO is by training an accountant, or engineer, or anything else, it remains that his/her biggest job is to nurture the long term returns to shareholders, and to do they must become the Senior Brand Manager.