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Brand stewardship is a job for the chief financial officer. Stewards must understand the risks that their brands face, authors say. Brand reputation can be negatively impacted overnight by everything from consumer reviews to disgruntled employees to the actions of celebrity sponsors.
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CFO Insights: Why Brand Stewardship is a CFO’s Job
Brand stewardship is a job for the chief financial officer. Stewards must understand the risks that their brands face, authors say. Brand reputation can be negatively impacted overnight by e…