The Brand-Driven CEO: Embedding Brand into Business Strategy

October 15, 2020|
The Brand-Driven CEO: Embedding Brand into Business Strategy by David Kincaid
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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 management: 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.

David Kincaid is among North America’s most recognized and respected opinion leaders in the field of brand management. Prior to starting Level5 Strategy, David was Chief Marketing Officer at Corus Entertainment and the Senior VP of Marketing and Strategic Planning at Labatt Breweries of Canada. He also held management roles at A...
Title:The Brand-Driven CEO: Embedding Brand into Business Strategy
Product dimensions:208 pages, 9.1 X 6 X 1.1 in
Shipping dimensions:208 pages, 9.1 X 6 X 1.1 in
Published:October 15, 2020
Publisher:University of Toronto Press
Appropriate for ages:All ages
ISBN - 13:9781442649859

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