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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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This entry was posted on Monday, November 2nd, 2009 at 11:37 am and is filed under Advertising, Branding, Marketing, People. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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