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From the Publisher

The Brand-Driven CEO offers a fresh new perspective on harnessing the intangible power of your brand

The Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviours, decisions, and operations of their entire organization and drive brand and shareholder value. Author David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and marketing management. He introduces the “New 4P’s” of brand management: people, process, IP, and partnerships. This paradigm shift equips business leaders with a new approach to managing growth, profitability, risk, and sustainable value creation.

Using real life, current case studies from today’s fastest growing and most valuable brands – including Starbucks, Apple, and BMW – this book reveals how big businesses are being led and managed as integrated business systems and not by marketing departments. The Brand-Driven CEO includes criteria to conduct your own brand self-assessment and a step-by-step roadmap that can be applied to help transform your brand and its management.

About the Author David Kincaid

David Kincaid is among North America’s most recognized and respected opinion leaders in the field of brand management. Prior to starting Level5 Strategy, David was Chief Marketing Officer at Corus Entertainment and the Senior VP of Marketing and Strategic Planning at Labatt Breweries of Canada. He also held management roles at American Express and General Foods. David is a frequent speaker at leading business schools and conferences and serves as an adjunct professor of marketing at the Smith School of Business (Queen’s University) and the Schulich Executive Education Program (York University). Notable amongst David’s many honors is being inducted into the American Marketing Association’s Marketing Hall of Legends. David Kincaid is also the author of Brand Forward, Brand Back (2017) and The Value of Promise Consistently Kept (2017).

Table of Contents

A Note from the Author

Introduction

Part One: Unlocking a Different Kind of Value

1. The Most Valuable – and Most Misunderstood – Asset on Your Balance Sheet 2. Creating Business Value 3. Barriers to Unlocking Value 4. Introducing the New 4Ps 5. The Six Success Factors behind Brand-Driven CEOs

Part Two: The New 4Ps and Six CEO Success Factors in Action

6. People 7. Process 8. Intellectual Property 9. Partnerships

Part Three: Brand-Driven CEO Assessment and New 4Ps Playbook

Acknowledgments Notes Index

Excerpt from the Introduction

Markets have never been more competitive, more segmented, or faster moving than they are today. Margins are shrinking. Customer loyalty is declining. Digital is disrupting entire industries. Brands are proliferating. In short, it’s harder than ever to compete and win.

Yet amid all this chaos and confusion, a select few companies consistently outperform their peers, year after year. Some have been doing this for decades. Firms like McDonald’s, Lego, Campbell Soup Company, Under Armour, and Disney routinely create more value for their shareholders and customers than their competitors, and they’re rewarded with a dominant share of their markets, along with steadily rising shares. (Until recently, I would have included Boeing among these examples, but as I’ll discuss later, Boeing’s CEO and leaders took their eye off the brand and quickly suffered the consequences.)

How do they do it? What’s their secret?

While many have tried to copy these companies’ best practices, few have come anywhere close to their success. Is it because they’re uncopiable, or are we simply so blinded by the noise and confusion thrown up by today’s unruly marketplace that we miss the obvious? For the answer, let’s look at four commonly accepted truths about great companies:

“Truth” 1: Great companies offer better products and services. FALSE – product innovation generally comes from startups and smaller players. “Truth” 2: Great companies offer the lowest . FALSE – their products usually sell at a premium. “Truth” 3: Great companies have a superior distribution system. FALSE – sometimes they do (e.g., Amazon), but mostly not. There’s no correlation. “Truth” 4: Great companies produce more memorable marketing. FALSE – great companies seldom produce more breakthrough advertising than their peers. Even when they do, marketing alone can’t drive sustainable growth.

These four apparent truths are known collectively as the 4Ps: Product, P, Place, and Promotion. They’re the bedrock on which marketing has been taught in business schools for the past fifty years. The 4Ps, also called the “marketing mix,” are defined as “the set of actions or tactics that a company uses to promote its brand or product in the market.”

But if you look at great companies like the ones I’ve just mentioned, you’ll see that none of the 4Ps actually applies to them.

So, what drives these companies to sustained greatness?

Let’s look at one other commonly accepted truth about great companies:

“Truth” 5: Great companies are better led and managed than their peers. Unlike the first four attributes, this one is TRUE. Great companies are indeed better managed than their peers. But this fact alone doesn’t give us much insight. For that, we have to look at how they are better managed. What are the best-management attributes that all great companies share?

ASIN ‏ : ‎ B08MVDCTTZ
Publisher ‏ : ‎ Rotman-UTP Publishing (October 15, 2020)
Publication date ‏ : ‎ October 15, 2020
Language ‏ : ‎ English
File size ‏ : ‎ 7.6 MB
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Print length ‏ : ‎ 255 pages
Page numbers source ISBN ‏ : ‎ 1442649852

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