Exchangeable managers create exchangeable brands

Some brands always recruit from within. Others recruit from the outside. No doubt there are different advantages to both of these approaches, like experience with the product and corporate culture or bringing in new perspectives and experiences.

But, what about passion? What kind of passion for Opel does a marketing manager who previously worked for Peugeot and Seat (article in Swedish) bring to Opel’s marketing department? Sure, he worked for almost two years as a consultant since he left Peugeot, so he has some new perspectives. But, what does this say about the brands? Do they have personality? Do they stand for something different? Do they inspire passion? Do we want to talk about them as something entirely different?

Or are they entirely exchangeable? I believe not, just like Branding Strategy Insider writes in The Seven Markers of Passion:

“Hire Passionistas as Brand Stewards
Nothing brings a brand down more quickly than an interchangeable parts philosophy in the recruitment, hiring, and rewarding of the people behind it. Careerists who jump from one company or industry to another on their way to ever more senior posts may be building their own brand, but they will neither feel nor fuel the passion.”

The irony of the story is that just last autumn Peugeot recruited their new marketing manager… … from Opel!

Disclaimer: This post is NOT about the knowledge or professional skills of the respective marketing manager. I know neither of them nor have heard anything about their current or previous work!

Kristofer Mencák has a M.Sc. in Business Administration from Stockholm School of Economics. He is a consultant, author and lecturer on social media, viral marketing and word of mouth. He has also recently been travelling the world teaching the dance kizomba.

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