Martin Gill at Forrester Research says don’t hire a Chief Digital Officer. Chief Digital Officer (or CDO) is the latest in a long line of snazzy C-level titles to emerge over the last few years. At Forrester they’ve been watching this trend for a while now and have made a few comments, but Martin thinks it’s time to put a firm stake in the ground.

Now, why might he say this when a number of high profile firms are in fact hiring CDOs? Well, to put things in perspective he looks at a tale of three brands, all of which you’ll recognize easily.

Read more here: Why you shouldn’t rush out and hire a CDO | Forrester Research (Martin Gill)