Marketers often talk about being a brand leader as if it is one thing. But there are many different ways that a brand can distinguish itself in a marketplace.
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.
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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.
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Winning brands stand for something bigger than a great product and more meaningful than entertaining advertisements. It all starts with leadership.
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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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If you’re looking for ways to take your brand to the next level, here are some thoughts as to where to find your next market advantage.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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