To keep up our recommendations list for the upcoming year, we suggest reading a book by Joan Costa, expert in communication, designer, sociologist, professor at Universidad de México and member of Corporate Excellence’s Advisory Board. Although the book hasn’t been translated into English yet, we have prepared a summary for you to enjoy The Present and the Future of Communication Director’s Role in the New Economy.
Costa claims that, as the paper of the CCO is becoming highly important in companies, it is basic to understand the different strategic obligations that a CCO is responsible for: managing some of the main intangible assets, such as brand and reputation, and communicating them properly.
Marketing is not working as expected —Costa explains. Advertisements are less and less relevant and more and more inefficient; usual public relationships are unable to reach new audiences; and digital communities and traditional communication tools hardly generate any value. The game has changed and it’s important to look for alternatives.
Do not miss this book if you want to really know about the particular features of this new communication model. If you feel brave, you can buy the e-book in Spanish here or, as we said before, read our summary in English.