ABSTRACT
Four big companies and four new CMO roles created, each for a distinct set of reasons, but also sharing some common drivers which can best be summed up as the following points: As brand has increasingly merged with reputation, many larger organizations recognize the need to centrally manage enterprise-wide reputations above and beyond individual brands' or operating companies' reputations. This convergence has largely been driven by an increased transparency in the marketplace around individual brand ownership and the growing importance of customer satisfaction. And Centralization of a higher marketing function can provide many benefits including the achievement of greater economy of scale, setting standards across the enterprise for marketing competencies and capabilities, providing a central resource and learning particularly for new technologies as they apply to the marketing discipline and putting greater emphasis on the role marketing has in setting enterprise-wide strategy and achieving enterprise-wide growth.
