brands and leaders

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Brand Leadership.

I’ve written a lot about leaders and their role in brand building. When in the presence of a great leader you can feel it. In the presence of a faux leader, the same. I’ve been a good leader and a poor leader and all the time it’s just me. Why the difference? Why the variability?

There are times to use the pimp hand and times for succor. Knowing which to use and when are key.  I just write off the variability to being human. To being fallible. Learn. Learn constantly and keep leading.

Brand don’t have brains. So brand leadership isn’t as hard. With a good brand strategy in place – brand strategy defined as an organizing principle for product, experience and messaging – brand leadership becomes easy. A brand is either on or it’s off. No emotions, no jealousy, no envy. Just one claim and three proof planks.

With a good brand strategy in place, even (human) corporate leadership is easier. As I said earlier this week, brand strategy is like penicillin.

Peace.

 

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