The Brand-Driven CEO,
A Behind-The-Scenes Look:
Part 5 – The Brand

Have you lost sight of what a brand is?

In Part 5 of his interview, Level5 Strategy Founder David Kincaid taps into his book, “The Brand-Driven CEO,” to remind business leaders why brands must be reestablished as business systems that drive profitable growth.

To run their brand as a business system they’re accountable for, CEOs must address the brand’s internal and external audiences, build its reputation and understand that everything related to the brand starts at the top.

About The Brand-Driven CEO

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.

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