Brand Management

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.

Your Tube: How CEOs Can Become The Face Of Their Brand

Tempted to become the face of the brand? Changes in technology make it easier and cheaper than ever before. Tips from CEOs who’ve done it.

How to Forge a Unified Brand Voice

CEOs and executives at enterprise companies need to prioritize brand consistency to take on their competition and draw in loyal customers.
- Advertisement -
- Advertisement -

FEATURED CONTENT

New Poll: CEOs Find Challenges In Using Customer Data To Drive Innovation

Ability to harness and sort through data for meaningful insights remains a hurdle, many say. “The key is...finding what is actually relevant.”

SUBSCRIBE TO CHIEF EXECUTIVE

Sign Up to Receive Chief Executive Magazine

Chief Executive’s publications are designed to help CEOs do their jobs better and run their businesses more effectively. Subscribe here.

CEO CONFIDENCE INDEX

In Poll, Majority of CEOs Say Hybrid Work Is Here to Stay for 2022. Full Virtual? Not so Much

Almost all the CEOs we surveyed in May say they will work in at least partially hybrid mode for the rest of the year—versus just 7 percent who said they'd be fully remote.