Why CEOs Need Superior Branding.

Many CEOs don't see themselves as marketers or branding experts. They tend to think that branding means advertising, and those responsibilities are delegated down to the CMO and the marketing group. It isn't uncommon for a CEO to see the company's next advertising effort shortly before it is scheduled to launch.

On the other hand, absolutely every CEO knows his or her company needs clear positioning in the marketplace, a positive reputation among customers and prospects, plus crystal clear alignment among all key players inside the firm. Great branding helps to deliver on all of these key measures of CEO success.

Consider these CEO success stories. Phil Knight used highly creative branding to make Nike the dominant #1 brand in sports footware and apparel. Lou Gerstner improved IBM's branding long before he improved Big Blue's products and services. Not one GE television commercial ever went on air without CEO Jack Welch's personal approval. When Steve Jobs returned to save Apple in 1997, he famously called his three favorite advertising agencies on his second or third day on the job. My team, Arnold Worldwide, was one of the three. Two weeks later Steve bought the legendary Think Different branding direction from our competitor, Chiat Day. Steve's commitment to superior branding helped him build the first brand valued at over a trillion dollars in US business history.

Every CEO is responsible for delivering growth, profitability, customer loyalty, internal alignment and growing company valuation. Every CEO needs superior brand strategy and branding execution. Superior branding offers CEOs a very high ROI.

Fjk3