CMOs have a lot of irons in the fire. Driving demand, launching products and promotions, gathering market requirements, monitoring the competitive landscape, and optimizing the marketing mix may seem like plenty -- but overlaying each of these responsibilities is our role as guardian of the brand. The advent and growth of the online world has permanently altered these functions, and none quite so much as brand stewardship. In fact, the online world brought a new dimension to traditional brand stewardship, namely brand protection.
