“Cladogenesis” is a term used by evolutionary scientists to describe the relatively sudden division of an existing species into two or more separate lines – thus creating new species – often in response to radical change in the environment.
The combination of overlapping social media networks with passionate and vigilant consumers means that chief marketing officers and chief communications officers are never more than one errant tweet or unflattering video away from a crisis. But while crises generate urgency and headlines, managing a brand today is a 24/7 operation of monitoring, messaging and refinement.
More and more we are seeing major companies entrusting top marketing roles to leaders with diversified industry expertise– not necessarily in the corporation’s direct business proposition. The real expertise driving the talent selection is in finding deep experience in the primary brand or marketing problem to solve.
For some time now, leaders from across industries and geographies have been operating in an uncertain and volatile environment. And while we watch the entrepreneurial disruptors experiment their way to success, legacy organizations must also adopt this “try and fail” mindset and learn to take risks in order to survive.