Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

6. The New Brand Manager in the Digital Economy

With the perspectives of the new customer managed experience (CMEx) framework in mind, we will place a magnifying glass upon how this relates to the role of the brand manager in the rapidly evolving digital economy. In doing so, we will take a deep dive into the management of brands in the twenty-first century, into the psyche of brand marketers, of brand management teams, and of digital management teams, to see how they are responding to the swift and pervasive rising tide of digital innovation.

Let’s begin with a historic frame of reference. In 1994 Ed Artzt, then CEO of Procter & Gamble (P&G), gave a speech to advertisers that even today is considered seminal, a prophetic call to industry power ...