Leadership Brand

In this summary, you will learn

• What a leadership brand is
• Why a leadership brand matters
• How to develop a leadership brand
• How to maintain a leadership brand
• Why your personal brand is also crucial

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Why you should read Leadership Brand

Customers associate Federal Express with prompt, reliable service, and Apple Computer with innovation and elegant design. These branded qualities define these companies in the marketplace. Similarly, today’s companies should develop special “leadership brands” for their executives. Such brands should embody what makes these companies truly distinctive, and thus mark them – and their style of corporate management – as singular and meritorious. Dave Ulrich and Norm Smallwood are two of America’s most respected experts on business leadership. Here, they explain why a company’s leadership brand really matters. Unlike other experts, they consider how the context of business forges leaders and assess the process that creates leadership. They also analyze how leaders translate the “expectations” of their external customers and investors into daily business activity. getAbstract recommends this study of the inherent logic and intrinsic value of building your company’s leadership brand.

About the Authors

Dave Ulrich and Norm Smallwood are experts on corporate leadership. They are co-founders of a Provo, Utah, leadership development consulting firm, cited by Leadership Excellence in 2005 and 2006 as the world’s leader in this category.