The principal role of a CMO has always been to be a great storyteller. Once upon a time, this meant waxing eloquently about the brand's promise, giving people a hero to cheer for and something to relate to and believe in. And the process of storytelling used to be fairly simple: create an ad, place it in a magazine, newspaper or on the radio or TV, and you were done. Today, we live in an entirely different world — one in which brand narratives are often co-opted, molded and even created by consumers.
See related slide show, "9 New Chiefs Head To The C-Suite."