The quartet of high-powered, outspoken women all fell (or at least, in Minnick's
case, hit the proverbial ceiling) despite--or perhaps even as a result of--crafting images as mediagenic change agents shaking up moribund institutions.
Once just in charge of getting
ads made and boosting awareness, top marketing executives today are responsible for business outcomes, such as sales and market share. This increase in accountability has made the average CMO tenure
ever shorter and desperate attempts at easy answers more common.
"What's true for the brand is true for the management," says Robert Passikoff, founder-president of the consultancy Brand Keys. "Awareness does not mean profitability."
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