The Brand-Driven CEO: Embedding Brand into Business Strategy

by David Kincaid

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 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.

255 pages, Kindle Edition

Published October 15, 2020

Reviews

[Karren Hodgkins · Rating 3 out of 5]

I really agree with the principles underlying the content of this book. Alignment and integration make total sense. Consistent delivery is critical to brand promise and so it makes sense that they are aligned to the external ie:customers/stakeholders, as opposed to internal efficiencies.

There are many corporate examples. The one I found really helpful was LEGO. Sadly it took them coming close to bankruptcy for them to re-invent themselves, to refocus and determine that the core product , the plastic brick, was what the entire business needed to restructure itself around, with this decision impacting every other decision thereafter.

Kincaid elaborates on his new 4Ps “people, process, IP, and partnerships.” Perhaps this is a helpful construct to the leadership of corporates and large businesses, but for the ‘hands on’ medium and privately owned businesses, it all feels a little complicated. I think many would find this detail and many of the case studies hard to relate to.

With thanks to the publisher University of Toronto Press, #Netgalley and the author for my free advance reader copy in exchange for an honest review.

[Darya · Rating 4 out of 5]

This is a very comprehensive book on how a brand of CEO of a company (actually regardless of company's size) is influencing internal company's balance and performance as well as external company's perception. It is not always obvious that a brand of company's CEO can be a part of company's brand and I have seen many times this was neglected. I recommend this book for anyone on an executive position. If you start your own company, think of your brand as a CEO from day one.