Why Empathy Is the Key to a Positive Brand Experience

Reaching beyond the traditional role of the CMO

Illustration of people walking by buildings that have handles like shopping bags
Few companies can take into account customers’ context at each moment. Getty Images

In our world of liquid expectations, how can marketers continually evolve strategy to keep pace? Ever since Mad Men days, the chief marketing officer has been in charge of the brand and has been the person who knows the customer best—that hasn’t changed. What has changed is that instead of marketing to the customer, the CMO needs to advocate on behalf of the customer, to breed the empathy that will influence the business broadly, reaching beyond the traditional role of marketing.

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This story first appeared in the Feb. 26, 2018, issue of Adweek magazine. Click here to subscribe.
@hartmanglen Glen Hartman is managing director of Accenture Interactive in North America.