The political controversy over Chrysler's 2012 Super Bowl ad with Clint Eastwood describing a rebounding Detroit is a reminder of how broad the role of the CMO is becoming. No longer just the master of corporate advertising and promotions to sell a product, "Marketing's CEO," as our firm has come to call him or her, is a lead driver of growth and strategy.
The "Halftime in America " ad, which Karl Rove decried as a plug for President Obama's reelection, is more of a call-to-action for Americans to rally in times of economic hardship and political discord than it is about selling cars. It's a high-profile example of a brand embracing deep-set issues on a national stage, perhaps in recognition that until Americans feel stability again they will continue to keep their wallets closed.Don't lose sight that Chrysler is still in the business of filling..... Read more.
