The role of the person in charge of branding is shifting. They are no longer simply the brand police.
“The CBO’s job is no longer about defending a positioning, but constantly renewing a sense of purpose”
The role has evolved and that person now needs to where 4 hats:

  • Creative director
  • Coach
  • Lookout
  • Court Jester

Read more: http://marketingblogged.marketingmagazine.co.uk/2013/04/08/the-four-hats-of-the-chief-brand-officer/#ixzz2Qcpmn3GV