Leader's Edge

Hodgkinson, Susan
September 2006
Leadership Excellence Essentials;Sep2006, Vol. 23 Issue 9, p14
The article focuses on the use of personal branding among leaders. Every leader at every level of an organization has a personal brand. A personal brand consists of a complex set of characteristics and dynamics that manifest in different dimensions of the organizational atmosphere. Personal brands impact the leader's ability to achieve extraordinary results and determine long-term success. Five types of leadership brand are discussed including persona, product, packaging, promotion and permission.


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