EXPERT OPINION
THE CEO
Prominent leader of companies that are known for making a positive difference in the world
THE CMO
Marketing boss for a household-name business
THE CCO
Chief creative officer at an agency behind a slew of prominent campaigns
THE OTHER CCO
Head of creative at another top ad shop
1. WHICH COMPANIES GET BRANDING RIGHT?
Amazon is absolutely crushing it. Because they are risk tolerant—the team over there seems unafraid to try things. They’ve had more than their share of things that haven’t worked, but the successes are big and bold, and the customer is always first.
—CMO
Apple, at its best, and Airbnb. The way they market is the future. But it’s more about products that are amazing and full of wonder. Marketing can make me feel that more, but it can’t fix a crappy product.
—CCO 1
Oreo and Taco Bell. They have very cheeky, authentic people working those Twitter and Instagram accounts. I
