Are you like me? When you work with a client and they tell you they're bringing in a "brand manager" does your stomach start to tense - do your eyes roll up into your head - do you want to mumble something about your cat having a contagious skin rash (when you do not even own a cat) pick up your laptop and run out of the room never to return?
Why this extreme reaction? Because, and I can only speak from my own experience, brand mangers come in and spout fancy new terms they want to plaster all over the website and marketing material.
"We want to be known as the human capital management solutions resource"
"When you think integrated component technology applications - think Brand XYZ."
"We're going to name the new suite of services Technology Synergy products."
(quick disclaimer - not all brand mangers do this - some of my best friends are brand managers and they're wonderful smart people)
Here's the problem.