Brand Leadership - Branding Strategy Insider

Brand Leadership Has A Courage Requirement

May 23, 202225436 min

Many times, brand-businesses have insights about the future but do not find the courage to act on these insights. Lack of courage occurs for a number of reasons. Costs, fear of failure, complacency, the comfort of manufacturing what the business knows how to make rather than what solves customers’ problems, a chief of manufacturing who says, “Not on my line” or a siloed organization: all tend to collapse courage and get in the way of...

by Larry Light

Brand Leadership

The Perils Of Not Articulating A Clear Vision

March 24, 20213625 min

It just took three years before Ford’s CEO Jim Hackett retired. In May 2017, Ford hired him to be CEO. Mr. Hackett had been CEO of Steelcase, the office furniture company. While at Steelcase, he joined Ford’s Board of Directors and oversaw Ford’s Smart Mobility unit. When Ford was starting to slide, Bill Ford, executive chairman and family scion, picked Mr. Hackett to take over as CEO from Mark Fields.

by Chris Wren

Brand Leadership

Marriott’s Crisis Response Defines Brand Leadership

March 23, 20202773 min

It was John F. Kennedy who said; “Change is the law of life. And those that look only to the past or present are certain to miss the future.” With an uncertain future at our doorstep, markets and people are anxious for someone to demonstrate decisive leadership, grounded in reality. Enter Marriott CEO Arne Sorenson.

by Jeff Rosenblum

Brand Leadership

Brand Leadership Requires Strong Leaders

July 4, 20193651 min

Winning brands stand for something bigger than a great product and more meaningful than entertaining advertisements. It all starts with leadership.

by Chris Zook

Brand Leadership

Brand Leadership Requires Self-Awareness

April 24, 20186964 min

Companies find it enormously difficult to maintain self-awareness as the crises of growth hit and to make a realistic assessment of their vulnerabilities.

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