The Brand-Driven CEO,
A Behind-The-Scenes Look:
Part 4 – The Purpose

Is your brand in touch with the next generation of consumers?

In Part 4 of his interview, Level5 Strategy Founder David Kincaid shares another excerpt from his book, “The Brand-Driven CEO,” to underline the importance of listening to younger consumers who seek information to make informed purchases.

As shoppers become more informed, they ask better and different types of questions such as, “Does your company engage in child labour?” or “Do you have management diversity?”

If brands don’t listen to these questions, they’ll miss opportunities to grow, stay advantaged in the market and offer new products and services to consumers.

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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