Why Creating Your Brand Must Go Beyond Marketing
Laura Goldberg, CMO of LegalZoom, discusses the CMO position and her personal experiences since taking on the role. A chief marketing officer's job description has changed with technology and society, and a good CMO can evolve with the times. For example, Goldberg talks about how important brands are today -- how creating a brand that people trust and like, rather than just use -- is incredibly important. It's why she says a brand can't just be a marketing invention, but has to actually be emphasized within the company.
Goldberg also explains one test she uses to decide whether an ad is good or bad. It's a simple test, but too many people forget about it when judging the effectiveness of their advertising.
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