Winning brands stand for something bigger than a great product and more meaningful than entertaining advertisements. It all starts with leadership. Time and again, we find that brands that empower consumers have strong leadership.
Leadership with conviction. Leadership with a purpose. Leadership that is clear, concise and compelling.
Strong leadership removes internal friction by ensuring a team is aligned on a common goal. It permeates every aspect of the organization, including finance, staffing, internal communication and external marketing activations. It provides a reason for being in business and a purpose for every investment.
It helps organizations maximize their return on investment for every resource because it prevents the waste of unfocused experimentation. It ensures all actions create synergies.
To be clear, it’s not about charismatic leadership. Research shows that extroverts and introverts perform similarly from a bottom-line success standpoint. Rather, it’s about having a clear viewpoint about what is right for the internal team, for business partners and for consumers. It’s about investing in a communication cadence that maintains an unwavering focus on the organization’s purpose and the exact behaviors required to reach that purpose.
Contributed to Branding Strategy Insider by: Jeff Rosenblum and Jordan Berg, excerpted from their book Friction: Passion Brands in the Age of Disruption, published by powerHouse Books.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education