Levi Strauss & Co. recently announced the hiring of Jaime Cohen Szulc, who is the first in the company's history to take the title of global chief marketing officer. The news is predictable yet intriguing. It is predictable because elevating the marketing discipline to global status under the purview of one executive is a corporate trend that shows no signs of waning. The intrigue in Levi's appointment of a global CMO is because the job of building and maintaining a global brand is still a relatively new discipline, as truly global brands are a relatively small, though fast-growing, segment.
