Brand Innovation and CMO Roles: San Francisco Roundtable Re-cap

Today, CMOs have more freedom (and responsibility) to take risky moves and create an innovative brand image. The top companies are promoting a transparent company culture and look to both external and internal ecosystems for innovative ideas.

Innovation was the word of the day at our recent San Francisco Roundtable. The conversation was led by guest speaker, Annika Steiber, Founder and CEO of Innoway, a global company focused on corporate innovation. Steiber reminded our CMOs that we are in the middle of a paradigm shift in the management of larger firms. Rigid structures and bureaucratic procedures are being cast aside for more dynamic and systemic work places. Pioneered in Silicon Valley, innovative companies are using both internal and external ecosystems to create an image of innovation for their brand: Externally, CMOs can…