The buck stops here

Judie Lannon

In this editorial Judie Lannon introduces the Q3 2016 issue of Market Leader which includes a lead article on how the marketer's management of a brand relates to the CEO's three main priorities: execution and strategy, finance and organisation.

The buck stops here

Judie Lannon

No matter how efficient and effective a CEO's delegation skills, ultimately, all responsibilities lie with him or her. And this applies particularly to the company's most valuable intangible asset: its individual or corporate brand reputation. In our lead article, Professor Patrick Barwise examines how the management of the brand relates to the CEO's three main priorities: execution and strategy, finance and organisation. What becomes eminently clear is that the building and management of the brand touches importantly on these three main areas, and marketers need to understand each area to make the most of...

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