From gatekeeper to guide – a tale of changing perceptions

The traditional role of the Brand Manager has been to protect the brand from other influences in order to carefully curate an ideal brand image. However, it has become apparent that the brand belongs to all stakeholders, who all possess an equal role in curating and innovating one’s brand image.

Bek Agius, our Senior Brand and Marketing Manager, discusses the need for a change in perception of Brand Managers acting as Gatekeepers to instead act as Guides in order to influence all brand stakeholders to promote culture, identity and direction of the organisation alongside the brand team.

Here’s the link to check out the rest of Bek’s article on Marketing Mag.