Fast Company

EXPERT OPINION

What’s really on the minds of branding bigwigs? We rounded up four anonymous industry leaders to give us their unflinchingly honest thoughts.

THE CEO

Prominent leader of companies that are known for making a positive difference in the world

THE CMO

Marketing boss for a household-name business

THE CCO

Chief creative officer at an agency behind a slew of prominent campaigns

THE OTHER CCO

Head of creative at another top ad shop

1. WHICH COMPANIES GET BRANDING RIGHT?

Amazon is absolutely crushing it. Because they are risk tolerant—the team over there seems unafraid to try things. They’ve had more than their share of things that haven’t worked, but the successes are big and bold, and the customer is always first.

—CMO

Apple, at its best, and Airbnb. The way they market is the future. But it’s more about products that are amazing and full of wonder. Marketing can make me feel that more, but it can’t fix a crappy product.

—CCO 1

Oreo and Taco Bell. They have very cheeky, authentic people working those Twitter and Instagram accounts. I

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