She has a newly hired coterie of her favorite branding gurus. There’s nothing surprising about this news: one of the first things new top marketers usually do is hire new vendors to reinvigorate or change the brand. It’s what they do.
Here’s what usually happens next:
What this means for ad agencies and marketing firms is that they need to start reaching into other parts of the enterprise than the marketing team. Agencies can’t just keep working with middle-level marketing managers, who approach things from a narrow, “my-way-or-the-highway” perspective.