Think of the role as a corporate historian or chief storyteller, per Patti Sanchez. One who takes the folklore and observes, analyses, documents and captures the true meaning of the company and its
products. That information gets shared with customers, partners, influencers and employees. Sanchez defines the word folklore as the common language that creates shared meaning. One who turns language
into stories and stories into the needs of consumers. Sanchez tells us why it should become a new corporate marketing title.
Read the whole story at Harvard Business Review »