Brand Management

Your Company’s History Can Make It More Valuable—Or More Vulnerable

Knowing the past, and how it will play today, is the only way to get ahead of reputational damage.

When Should You Tear Down Your Founder’s Legacy?

Some beloved corporate symbols, even monuments to founders, look very different through a 21st century lens. But before you erase them, make sure you understand the history.

The Right Brand Partnerships Can Do The Right Thing In An Age Of Crisis

Consumers expect companies to lead with their values, but getting the scale required to have a significant impact on global challenges will usually mean partnering for change.

The Economics Of Leading In The Age Of The Cancel Culture

Right or wrong, today we are in an environment where fuses are short, grudges are long and the effects to an organization can be financially devastating.

How CMOs Are Selling Car Brands—and Calm—Amid COVID-19

Automaker marketing chiefs sing from the same songbook but fine-tune their approaches to fit their overall platforms.

CEOs Need Help Navigating The Sustainability-Oriented New World

Lorna Davis, advisor to Danone’s CEO, says this new era requires chiefs to step outside their traditional boundaries for collaboration.

Ferring U.S. CEO: Leadership Is A Perpetual Journey

Paul Navarre had top jobs at bigger companies, but the ability to drive change and create a culture that values employees was what attracted him to Ferring Pharmaceuticals.

Finding an Authentic Way to Get Involved in Social Issues

Even with the best of intentions, your company's cause sponsorship can lead to backlash and social media shaming—if consumers suspect you're being anything less than authentic.
Adam Aron AMC

CEOs: Loving Your Customers Means Saying You’re Sorry—Right Away

When your company wounds a customer in a high-profile way, the stakes couldn't be higher for your brand in 2019. AMC Theaters's CEO offers up a case study how to apologize effectively.

A Reputation Scare Can Be a Point of Transformation

Here are a few of the common traps that companies rush into when they face a reputation crisis—missing the opportunity to turn their “moment of truth” into a rapid and focused relaunch of their company.
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CEO CONFIDENCE INDEX

CEO Optimism Drops In November Amid Election Results And Covid Spike

A new poll of more than 200 chief executives finds deep concern over the incoming Biden administration—and the dangerous direction of the pandemic.