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The CEO’s moment of truth

In: Moment of Truth

Author

Listed:
  • Andreas Bauer
  • Björn Bloching
  • Kai Howaldt
  • Alan Mitchell

Abstract

Top-line growth, higher margins, greater competitive advantage: better brand management is not a complete answer to any one of these ever-present challenges, but it is part of the answer to all of them. Strategic brand management helps set the direction for the entire organization, orienting it positively towards markets and customers while also facilitating disciplined, effective execution. But the challenge of better brand management goes deep. Most brand management today is not strategic. Instead it’s plagued by common misunderstandings about how brands work and where superior margins come from. Phoney opposites continue to divert practitioners. Is marketing and branding a creative or analytic process? Is it just external gloss or a strategic input? Is it about appealing to people’s emotions or delivering hard, tangible product and cost benefits?

Suggested Citation

  • Andreas Bauer & Björn Bloching & Kai Howaldt & Alan Mitchell, 2006. "The CEO’s moment of truth," Palgrave Macmillan Books, in: Moment of Truth, chapter 11, pages 167-172, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-20388-4_11
    DOI: 10.1057/9780230203884_11
    as

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