Can a CEO build a brand that is bigger than their company’s? A truly iconic brand? Can a CEO brand have the power to transfer from one business to bring power and credibility to succeed in totally different businesses? Can a strong CEO brand create significantly more financial value than the brand of the business they run?
The road to making marketing accountable has been perilously slow. In the time of David Ogilvy marketers believed in measurement, their status was high. But many years ago, marketing turned inward and focused on ads. The CMO stopped being a business partner to the CEO. Marketing got dumbed down to being seen as frivolous, a cost center not an investment.
