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February 11, 2008
Brand Value of the CEO
As a former and passionate member of the Interbrand team, I am well aware of the value of branding. I was recently thinking of the traits and behaviors of a company's leader and how much that drives brand. We are constantly bombarded with the charismatic and capable examples of Richard Branson at Virgin, Steve Jobs at Apple, (the return of) Howard Schultz at Starbucks and there are many more. If the leader is so integral to brand and motivating their employees to live the brand then perhaps there is another equation or metric to be explored - "the brand value or contribution to brand value of the CEO". Thoughts?
Posted on February 11, 2008 4:21 PM | PermalinkSearch this Blog
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Comments (3)
F. Huxt
This is a cool concept that has been talked about for some time. Jeff – thanks for raising it up again. My real comment is CEO as brand is risky. People can do naughty things, they can leave the company, and they can pass away. CEOs are like all assets they must be managed as a risk and a benefit.
Posted by F. Huxt | February 13, 2008 3:22 PM
Asuquo Ulo
This is very important especially if the CEO is a brand. In Nigeria, Most CEOs are not brands. It looks like the trend is changing with a few like Dangote and Mike Adenuga etc. trying to grow as brands.
Posted by Asuquo Ulo | March 5, 2008 10:05 AM
Brent Huffman
One insignificant marketers opinion:
I find that notion somewhat silly. The consumer's perception of the product or service will ultimately define the brand. Jobs could quit tomorrow and not one person who owns an iPod or iPhone would be concerned that their iPod(s) would suddenly loose their prestige and coolness.
CEOs are good ambassadors of their brand, and may indeed be the leading ideologist, but CEOs (or anyone for that matter) do not control control or define their brand. The consumer controls that aspect of the brand.
Posted by Brent Huffman | May 5, 2008 7:50 PM