About The Book

Drawing upon thirty-five-plus years of combined experience as an executive with General Foods, American Express, Labatt Breweries, and Corus Entertainment, and the nearly two decades he’s spent building Level5 Strategy into one of Canada’s top growth strategy consultancies, Kincaid delivers practical assessments and game plans for leaders across functional areas, clarifying the confusion between brand and marketing management. Such hard-earned, actionable insights can help you turn your brand into a long-term strategic generator of future revenues and profits.

The “marketing mix” (Product, Price, Place, and Promotion) is the bedrock upon which marketing has been taught in business schools for the past fifty years. Updating this model, Kincaid sets forth the “New 4Ps” of brand management: People, Process, IP, and Partnerships. This paradigm shift equips business leaders with a fresh approach to managing growth, profitability, risk, and sustainable value creation. Using real-life case studies from today’s fastest growing and most valuable brands – including Starbucks, Apple, and BMW – Kincaid demonstrates how big businesses are being led and managed as integrated business systems and not by marketing departments.

This game-changing book 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. “Level5 has used these principles, frameworks, and concepts successfully with many different types of clients in a variety of industries over many years,” says Kincaid. The Brand-Driven CEO is essential reading for anyone who’s ready for the formidable challenges, and considerable rewards, of turning their brand into a coherent business system.