CMO's Not To Blame

Everyday I read up on the latest news issues surrounding marketing and advertising, the word is that CMO's are not doing their job and their advertising agencies are unsuccessful. Check out this article at AdWeek that defends CMO's:http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003571882

It makes perfect sense why companies can't keep a CMO for an extended period of time. We live in a society that is quick to jump as soon as results are not seen, and when sales don't increase and brand recognition is at an all time low, CMO's are typically to blame. One interesting point this article brings up is that executive searches to fill these positions are to replace departing CMO's, not fill new positions within the company. Therein lies the problem.

How can a company expect to fill a position with a new employee in such a critical role and think the transition will be seamless? Brands are not born and changed overnight. It takes several years to gain brand recognition and even more to change that brand name. Brand recognition is born from a brilliant team of people who spend hours crafting that brand. So tell me why a company thinks the person who develops and nurtures that brand can be replaced so easily without any major issues? The reason is, someone has to be blamed and the person at the helm is usually it.

My opinion on it is that a CMO's job can be one of the hardest in the company. Especially if you have an extremely recognizable brand. Take for example the Aflac brand. Last month the new Aflac CEO said he wants to clip the birds wings. Why? Why would anyone want to stop that little duck from walking across the screen and yelling "Aflac!" Probably because he wants to come in and instantly make a name for himself. Lots of pressure can definitely create this situation. But I think it's absolutely ridiculous that anyone would want to get rid of the Aflac Duck. Every time I see a duck I think of Aflac. That's not brand recognition you gain overnight!

What if one of the major cereal brands wanted to change their spokesman? Could you imagine Honey Nut Cheerios without the bee? Frosted Flakes without Tony the Tiger? Lucky Charms without the Leprechaun? It would take several years for us to adapt to a new spokesman and this is the strategy Fortune 500 companies should take with their CMO positions when evaluating their success. Give these people time.