Leadership as a Brand

Ulrich, Dave; Smallwood, Norm
January 2007
Leadership Excellence Essentials;Jan2007, Vol. 24 Issue 1, p3
This article talks about leadership brands. According to the authors, nowadays, it is less a specific product that entices the customer and more the reputation of the firm that produces or designs it. They explained that a leadership brand represents the identity and reputation of leaders in a company and exists when leaders at all levels demonstrate a consistent reputation for attributes and results. Six steps in building a leadership brand are discussed.


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