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Besides understanding the numbers that represent a product's market, sales, and competition, a brand manager must have the ability to view the big picture and make creative decisions. A good brand manager can analyze those numbers and come up with a compelling story to tell about a brand -- a story designed to appeal specifically to the people most likely to buy the product.
While brand managers seldom do any creative work themselves, they frequently work with ad agencies, public relations professionals and internal marketing departments to make decisions about promotional and advertising campaigns. A campaign manager may be brought in on a contract basis to oversee branding issues for a new-product launch or a special project. It's valuable for a brand manager to have experience in advertising or PR, and be able to communicate with professionals in these fields.
|Jennifer Mathes, Ph.D.|