Birthing A Billion-Dollar Brand: The Launch of Synchrony Financial

You’re the CMO of a $22 billion company and your boss asks you to launch a top-to-tail branding effort. Who’s the first person you call? Your favorite agency contact? Your most trusted team member? A recruiter? When Toni White, CMO of Synchrony Financial, was asked to rebrand the GE Capital […]

Original: Forbes Real Time