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Why it is time to do away with the brand manager

AdAge.com, October 14, 2009

A new report from Forrester recommends changing the name "brand manager" to "brand advocate," and fundamentally changing marketer organizations in response to the onset of the digital age, reports Advertising Age. The new "brand advocates" will be seemingly more powerful and consumer-centric, much nimbler, and more real-time-oriented than the brand manager of today, according to the report.