Chapter 4 The Risk of a Leadership Brand: Is It a Stamp of Approval or Scarlet Letter?
The Importance of Brand
Merriam-Webster defines a brand as, ‘a public image, reputation, or identity conceived of as something to be marketed or promoted’ or ‘a mark of disgrace.’ In layman’s terms, a brand is the perceived value a leader adds to the organization and its stakeholders. Does a leadership brand have both upside and downside affects? The short answer is yes.
A brand can be compared to a double-edged sword. If leaders are branded as being industry leaders, experts in their field and influencers, the brand’s sword will remove barriers to vertical opportunities. This is synonymous with a stamp of approval for ...
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