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The Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviors, decisions, and operations of their entire organization in order to drive value. David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and marketing management. He introduces the "New 4Ps" of brand management: People, Process, Intellectual Property, and Partnerships. This paradigm shift equips business leaders with a new approach to managing growth, profitability, risk, and sustainable value. Using real-life, current case studies from today’s fastest growing and most valuable brands – including Starbucks, Apple, and BMW – this book reveals the critical importance of managing big businesses as integrated business systems. The Brand-Driven CEO includes criteria to conduct your own brand self-assessment and a stepby-step roadmap that can be applied to help transform your brand and its management.
In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.
Ride your personal brand to the highest level in your field! ”A combination of inspiration and utility. . . . A must-read for leaders, entrepreneurs, or anyone who wants to harness the power of their own personal brand.” —DONNY DEUTSCH, television host and Chairman, Deutsch Inc. “Discover Your CEO Brand is an exploration into the art and science, heart and soul, and woof and warp of leadership. The examples are compelling, the reasoning impeccable, and the motivation irresistible.” —ALAN WEISS, Ph.D., author of Million Dollar Consulting and The Consulting Bible “I believe strongly that you cannot become a leader in an organization that operates in contrast to your personal values. With the advice provided in Suzanne’s book, I am confident readers will find the match that works best for them.” —JONATHAN RECKFORD, CEO, Habitat for Humanity International “Whether you are already a famous CEO with a well-established brand or just starting to craft that brand and its impact, this book is an excellent resource and guide. Suzanne Bates motivates all CEOs to develop their personal brand and clearly shows how to do it.” —MARSHA FIRESTONE, Ph.D., founder and President, Women Presidents’ Organization “Discover Your CEO Brand is a terrific read that sets out a powerful and compelling roadmap for becoming an effective leader. Filled with engaging examples, it is the quintessential guide to building your personal brand.” —ANDREW SOBEL, author of All for One and Clients for Life About the Book Steve Jobs did it at Apple. Indra Nooyi did it at Pepsi. Alan Mulally did it at Ford Motor Company. What did these business leaders do exactly? They brought very real, positive change to their organizations by using their unique CEO brand. Now, executive coach Suzanne Bates explains how you can exert the same kind of influence at your company. Discover Your CEO Brand provides the insight, knowledge, and tools you need to discover your own personal CEO style and then develop it into a powerful presence that extends beyond your typical spheres of influence. Bates walks you through the process step by step, teaching you ways to increase your visibility and influence by combining traditional self-branding vehicles like PR and face-to-face networking with new social-media platforms, including Facebook, Twitter, and blogs. No two sets of values, principles, vision, and skills—the foundation of every successful CEO brand—are alike. Whether you’re a CEO, team leader, or entrepreneur, you need to discover who you are as a leader, what you believe, and how that defines you. It’s not as apparent as you may think. Applying her years of expertise, Bates takes you deep below the surface to find the powerful leadership brand inside you, so you can: Connect with key audiences Elevate your leader profile Attract and retain the best talent Create business opportunities Shape a high-performance culture Drive long-term value within your company It’s not about crafting a leadership style out of thin air in order to influence people and “get ahead.” It’s about discovering your own personal leadership style. It’s about connecting with others authentically. It’s about instituting change that benefits the company and the people in it. You’re about to head down a road to dramatically improving your organization, your career, and your life. Take your first steps with Suzanne Bates and the proven methods she outlines in Discover Your CEO Brand.
Having a clear, compelling vision--and getting buy-in from your team--is essential to effective leadership. If you don't know where you're going, how on earth will you get there? But how do you craft that vision? How do you get others on board? And how do you put that vision into practice at every level of your organization? In The Vision Driven Leader, New York Times bestselling author Michael Hyatt offers six tools for crafting an irresistible vision for your business, rallying your team around the vision, and distilling it into actionable plans that drive results. Based on Michael's 40 years of experience as an entrepreneur and executive, backed by insights from organizational science and psychology, and illustrated by case studies and stories from multiple industries, The Vision Driven Leader takes you step-by-step from why to what and then how. Your business will never be the same.
Based on more than 40 interviews with Jobs conducted over two years--as well as interviews with more than 100 family members, friends, adversaries, competitors, and colleagues--Isaacson has written a riveting story of the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing.
Today almost every marketer works on or competes against a global brandThink about it; only ten years ago things were very different. The Global Brand CEO is the first book to specifically focus on what it takes to win in global marketing. Building on over 20 years of practical experience, and having worked with the leaders of many of the world's most successful global brands, the authors present a simple framework and practical tools that will help every global marketer unlock the value of global brands and ready their organization for accelerated growth.The insights, vision and approach presented in this book are all practitioner endorsed. Some 45 of the world's most successful CMOs contributed with examples and case studies and the recommendations are backed by the findings of EffectiveBrands' proprietary Leading Global Brands study which includes contributions from over 250 global brands, 2,500 global marketing leaders, and 21,000 global marketers and their colleagues. The book includes case studies from Sony Ericsson, Johnnie Walker, Dove, HSBC, Coca-Cola, OMO, Starbucks, Dulux, Procter and Gamble, VISA, and GSK Consumer Healthcare
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.
In Mission-Driven Leadership, Mark Bertolini, the long-time chairman and CEO of Aetna, the Fortune 500 health insurance company, reveals that genuine leadership is not about dollars and market share but about improving lives and communities. Mark Bertolini didn't get to the corner office through traditional means. He grew up in a blue-collar neighborhood in Detroit. Early in his career, he was known for his bare-knuckled leadership and hard driving competitiveness that helped him to turnaround several companies. But his ambition came at a cost as he ran roughshod over his colleagues and employees, and spent time away from his family. Two events served as wakeup calls for the hard-charging Bertolini. First his son Eric was diagnosed with incurable cancer, and Bertolini found himself confronting the healthcare industry firsthand, not as an executive, but as the parent of a deathly ill child, determined to save his son's life. And miraculously, after a year in the hospital, often at death's door--Eric was twice given last rites--his son recovered. The second wakeup call was a skiing accident several years later in which Bertolini broke his neck. As his life unraveled in the face of years of chronic pain, therapy, and medication, he realized he had to reinvent himself, emotionally, spiritually, and as a leader--or go under. Mission-Driven Leadership speaks to the lessons Bertolini learned about empathy, about helping employees and Aetna's customers take better care of themselves and each other, about the need to "find the divine in me," and the importance of getting out to meet with employees and customers face-to-face in town halls to truly discover their needs and better serve them.
An exclusive look at one of the world's most successful and controversial companies, and the mysterious family behind it. BMW is arguably the most admired carmaker in the world. It's financial performance is the envy of its competitors, and BMW products inspire near-fanatical loyalty. While many carmakers struggle with falling sales, profits and market share, demand for BMWs continues to grow, frequently outpacing production. Now, David Kiley-Detroit Bureau Chief at USA Today and author of Getting the Bugs Out, which covered Volkswagen's demise and rebirth, goes inside the fabled German automaker to see how it does what it does so well. With unprecedented access to BMW executives, Kiley goes behind the walls of BMW's famed "Four Cylinders" headquarters in Munich at a time when the company is in its most aggressive, and some say riskiest, expansion in its history and when some of the company's new products, like the 7 Series sedan and Z4 roadster, are for the first time drawing as many barbs from critics as bouquets. Kiley covers intimate details of the boardroom drama surrounding the company's nearly disastrous acquisition and subsequent sale of the British Rover Group and its expansion into selling MINI and Rolls Royce cars. Besides being a world-class carmaker, BMW is also considered one of the smartest consumer marketing companies and Kiley explores the extraordinary value and management of the BMW brand mystique. He also takes a revealing look at the mysterious and ultra-private Quandt family of Bad Homburg Germany, which owns a controlling stake in BMW: Johanna and Susanne Quandt, two of the wealthiest women in Europe and Stefan Quandt, one of the wealthiest bachelors on the continent. David Kiley (Ann Arbor, MI) is the Detroit Bureau Chief at USA Today who has covered the auto industry for 17 years. He has been featured on Nightline, CNBC, CNN, MSNBC, NPR and the Today show. He is also the author of Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America (0-471-26304-4), also available from Wiley.