Three Mandates For Elevating Your Brand
December 18, 20174 min
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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Brand Leadership - Page 2 of 4 - Branding Strategy Insider
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.
How Over-Commitment Builds Brand Leaders
July 24, 20176 min
Every day, brand owners are pitched opportunities to take their brand in a ‘new’ direction or to stay the course—by colleagues, by their agencies, because of the actions of competitors or by delegations of customers or suppliers. It can be, as many a marketing manager has told me, bewildering.
Helping Senior Leadership Think Brand
March 14, 20163 min
A couple of conversations this week served as a reminder that not all senior leaders regard brands as something they should be involved with. If you’re struggling to get your senior team to put important brand matters on the executive agenda, here’s some reminders by way of making the case for greater consideration.
CEO: Chief Brand Architect And Advocate
November 20, 20153 min
While the marketing department should have the skill sets necessary to create the brand’s identity, communicate its promise, increase its awareness and generally promote the brand, it takes the entire organization to consistently deliver on the brand’s promise.
The Four Virtues Of Brand Leadership
November 19, 20154 min
What often passes for leadership wisdom in the corporate world today is a list of management techniques over leadership substance. However, brand leadership is linked to organizational leadership, which is linked to individual character that has substance. There are four qualities of individual leadership that are commonly absent from current discussions about corporate or brand leadership. These qualities are individual: self-awareness, ingenuity, love and heroism.