The Brand-Driven CEO: Embedding Brand into Business Strategy

By David Kincaid

© 2020

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.

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Product Details

  • Imprint: Rotman-UTP Publishing
  • World Rights
  • Page Count: 208 pages
  • Dimensions: 6.0in x 0.0in x 9.0in
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SKU# SP003976

  • PUBLISHED OCT 2020

    From: $21.42

    Regular Price: $32.95

    ISBN 9781442649859
  • AVAILABLE OCT 2020

    From: $21.42

    Regular Price: $32.95

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Quick Overview

This book provides practical strategic and managerial guidance for business leaders looking to find new sources of value and to maximize their brand’s potential in today’s fast changing global marketplace.

The Brand-Driven CEO: Embedding Brand into Business Strategy

By David Kincaid

© 2020

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.

Continue Reading Read Less

Product Details

  • Imprint: Rotman-UTP Publishing
  • World Rights
  • Page Count: 208 pages
  • Dimensions: 6.0in x 0.0in x 9.0in
  • Reviews

    "The Brand-Driven CEO offers a fresh new perspective on harnessing the intangible power of your brand, a must-read for every CEO."


    Dani Reiss, President & CEO, Canada Goose

    "Leading companies know that brand is actually a verb. It needs to be an active part of an organization’s DNA, and embedded into culture and across every part of how the business operates. This book serves as a playbook for CEO’s to realize this within their companies."


    Joseph Natale, President and CEO, Rogers Communications

    "No matter what industry you’re in, David Kincaid's thought leadership and playbook in The Brand-Driven CEO is critical for every leader to understand in order to create sustainability and the ability to unlock the true value of the brand. A must read for all entrepreneurs, leadership teams, and CEOs."


    Carinne Chambers-Saini, CEO and Co-founder, Diva International Inc.

    "The Brand Driven CEO makes a compelling case to move the ownership of your brand from the marketing department to the top team. Kincaid’s new 4Ps should cause business leaders to reflect and ask ‘is their company brand driven?’"


    Andrew Oland, CEO, Moosehead Breweries

    "David Kincaid makes a compelling case for the alignment of internal management systems and processes to the corporation’s brand. This alignment serves to amplify the brand’s promise to customers and drive value. In going through our own cultural transformation, the value of alignment of culture, processes and strategy became crystal clear and will create a brand for us that stands out in a regulated industry."


    Lesley Gallinger, President and Chief Executive Officer, Elexicon Energy

    "The Brand-Driven CEO is a must read. David Kincaid impressively demonstrates why he is a global brand expert, guiding leaders into the next chapter of how to treat and protect their brands."


    Jan Heck, President and CEO, Miele Inc.

    "I have seen the benefit of David Kincaid’s approach to brand-asset management in two different service industries. Embedding brand-asset management into a company's strategy builds a culture of collaboration, ownership, and accountability. David's book provides CEOs with a step-by-step process that requires leadership at the top levels and allows for continuous improvement as customers' needs change. It is a great journey that value-driven CEOs should embrace to build their company's resilience and sustainability for the future."


    Marilynne Day-Linton, Board of Directors, Medical Facilities Corporation

    "I have seen the benefit of David Kincaid’s approach to brand-asset management in two different service industries. Embedding brand-asset management into a company's strategy builds a culture of collaboration, ownership, and accountability. David's book provides CEOs with a step-by-step process that requires leadership at the top levels and allows for continuous improvement as customers' needs change. It is a great journey that value-driven CEOs should embrace to build their company's resilience and sustainability for the future."


    Bryan Pearson, former President and CEO, LoyaltyOne

    "The brand is one of the most critical elements of a successful company. With David’s book, you will learn how to identify it, evaluate it, and manage it systematically."


    Yajun (Carol) Jiang, President, Beneco Packaging

    "David Kincaid’s book provides CEOs with a roadmap to place the corporate brand at the centre of all core strategic decisions."


    Paul Seed, CEO and Owner, StarTech.com
  • Author Information

    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

    Part 1 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 2 The New 4ps and Six Ceo Success Factors in Action
    6. People
    7. Process
    8. Intellectual Property
    9. Partnerships

    Part 3 Brand-Driven Ceo Assessment & 4 Ps Playbook

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