Building Brand Competencies for Competitive Advantage
Main Themes
- The brand is probably the only entity in a business that cannot be outsourced. Strategic branding is a core competency that must be cultivated to world-class standards within a company. It calls for leading-edge brand intelligence, systems, and structures and a team with cross-functional expertise and a focus on long-term value delivery.
- The CEO must be a passionate and proactive brand steward. With overall responsibility for business performance, overarching clarity on brand vision and values, and the ability to make cross-functional decisions, it is in fact the CEO who manages the brand.
- The CEO will also seek to establish the right mindset so that everyone in the ...
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