We've all been told that we're in a constant state of change. It's a mantra that loses meaning the more it's chanted in mainstream media, PowerPoint decks, business books and blogs alone.
Marketers and brands are finding themselves in new roles. Starbucks is a Digital Network (not to mention a music label). Razorfish is repping an Indie band. Best Buy, Target and Wal-Mart are TV networks. Interpublic Group is acting as a venture capitalist for Pepsi.
Skill sets are changing too. We find in addition to our core focus on a left or right brain role in marketing, social media alone is requiring professionals to get comfortable with a broader set of skills. Social media is disrupting silos in companies, media and the workforce. The economy is simply increasing the urgency of change that digital technology creates when it breaks down these silos.
Brand Manager 2.0
Dave Knox, Brandery** Co-Founder and Rockfish Interactive CMO, details how this change is impacting brand managers. It's applicable to other roles in marketing today as well.
Full Disclosure: In addition to being a Brandery mentor, I'm also working with Dave Knox as a co-founder of Cincinnati Social Media, a non-profit group I founded with Daniel Lally, Dave Knox and Stacy Cole.