Conversation Agent - Valeria Maltoni - Do CMOs Understand "Brand"?

« What if Customers Were the Service? II | Main | Why I Bought Meatball Sundae »


Whoa. I was just telling someone today that brands are metaphors, and then I read this. So I was right after all!

Hi Valeria,

I dont come out of marketing either. Political science and lobbying is my background before I landed in the USA :-)

Enjoy the weekend

@Peter - brand is the sum total of expressions and impressions - both an intention and a consequence. It's about who you are as a business and what you manifest as a result of your being that. Or, if your brand is dysfunctional... I have noted how many business transactions go south because they start from an assumption that embeds a lie.

@Richard - glad you mentioned the book as I have just spent a delightful evening with Mark himself talking about challenging artificial constructs and the messiness of dealing with humans. Perhaps it is helpful to know that I do not come from traditional marketing, I come to marketing from an understanding of the behavioral sciences and communications. In fact, given my education, I'd probably go as far as stating that I come from conversation. Thank you for stopping by. I am honored that you did.

The comments to this entry are closed.

Conversation Agent

  • Since 2006, Conversation Agent focuses on business, technology, digital culture, and human behavior. At Conversation Agent LLC, I help organizations and brands that want to build better experiences tell a new story.


As seen on

Advisory Boards

Marketing that makes business sense


Book Reviews

  • Conversation Agent participates in the Amazon Services LLC Associates Program. It provides a means for Conversation Agent to earn commissions by linking to Amazon.

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.