Chapter 8. Branding a Name

In figuring out what makes a business leader successful, one normally looks at his leadership secrets, business strategies, and management styles.

One also asks, is he a good speaker? Does he articulate the company's policies and initiatives clearly? Can he get employees to fall in line behind new programs? Does he have the personal skills to sell his company's products?

What's never asked is, does he know how to promote himself?

That question is never asked because no CEO is expected to promote himself. The CEO is expected to promote the company's products.

For the most part, the leaders of the nation's major corporations consider themselves too humble and too modest to link their own name with their products. Jack Welch ...

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