Does your brand need a personality review?
There are five tell-tale signs your brand needs to take a long hard look at itself.
CMO interview: ANZ's Carolyn Bendall on gaining customer credit
When Carolyn Bendall was appointed head of marketing for ANZ Australia 18 months ago, her task was concise yet considerable: Evolve the marketing function.
“The priority coming in, and how I actually pitched for the role, was about the changing face of leading the biggest marketing function for ANZ,” she says. “It was about recognising the things that have changed and being prepared to challenge the status quo.”
Some of this related to organisational design, other aspects to the skillsets, roles and practices marketing needs to embrace to perform well in the face of digital and social upheaval, Bendall says.
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