As a representative of your company brand and, a brand in your own right, you must set a great example for your team and for all leaders to follow.
Kevin Plank has taken out a full-page newspaper ad to clarify his position on immigration after the company's own celebrity endorsers slammed his support of Donald Trump and an analyst slapped a sell call on its shares.
Super Bowl LI advertisements added to the supercharged political zeitgeist on Sunday, as a number of brands took direct stabs at social issues, while others dipped a toe into them.
Linking efforts with a company means placing your brand perception in someone else’s hands. But recent research points to an 80% corporate partnership failure rate.
Global sponsorship spending is a $60.2 billion business, according to IEG’s 31st annual year-end industry review and forecast, and is projected to grow 4.7% this year. What is it that draws CEOs and CMOs to sponsorships as a brand-building tool? One CEO explains how a niched, targeted sponsorship has been effective for his business, while the event director offers 3 ways CEOs can optimize their sponsorship spends.
CEOs offer 12 points on managing your brand communication in the digital age.
While CEOs of S&P 500 companies are overwhelmingly seeing tepid revenue growth and declining profits, a few highly innovative companies are successfully accelerating organic growth by building emotional connections with customers.
Peter Drucker, the guru of modern management theory, said these now famous words: “the purpose of a business is to create a customer, and the purpose of the leader is to grow the value of the customer.”
Rebranding a business is a great opportunity for a company to show how it has evolved over time and debut its forward-thinking vision and mission to its constituents. It also is a tremendous undertaking, which requires precise strategy, exact timing and a great amount of preparation that must be communicated from the top all the way down.
Former Valeant Pharmaceuticals chief executive Martin Shkreli may be the poster boy of price gouging run amok, but the heat is increasingly on for the rest of the industry to tamp down on drug price increases and base growth more on productivity and less on arbitrary hikes to please shareholders.