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With brand identity becoming increasingly complex, chief marketing officers are more important than ever. What habits should they try to develop?

Marketing has become a tricky territory. The dynamics of many industries, from hospitality to consumer packaged goods to automotive to beauty have gone through an overhaul thanks to the on-demand economy, platforms and competition from unpredictable places. Think Netflix being nominated for Emmys. Think Airbnb becoming a hospitality company. Think Yoox Net-a-Porter being the world’s biggest fashion store.

The rise of direct-to-consumer businesses dramatically flattened organisational structures of traditional industries. It also introduced a market dynamic where competitiveness is defined by seamlessness, convenience, speed and efficiency of service. Products became as good as the service and experience that surrounds them.

Related: No one size fits all: developing a global brand marketing strategy

Related: How to avoid overpaying for your advertising in media auctions

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