Brand custodians … dinosaurs in the making
Interesting question on brand custodians.
The moot point though is whether the concept has any relevance in the 21st century. Here’s why!
A dictionary definition of custodian is “A person entrusted with the custody or care of something or someone; a caretaker or keeper.”
In these days of constant evolution and changing societies shouldn’t we be questioning the concept of ‘custodians’ and be looking at ‘brand torch-bearers’ – individuals who have the ability to boldly take the brand where it is destined to go rather than preserve it in time to become a fossilised relic, split infinitives notwithstanding!
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