Brands and the CEO: What marketers need to know and do

This article describes how marketers must work to create brand equity while always keeping in mind what is most important for CEOs.

Brands and the CEO: What marketers need to know and do

Patrick BarwiseLondon Business School

In this edited version of the latest British Brands Group lecture, Professor Patrick barwise examines how brands relate to the three dimensions of the CEO's world - strategy and execution, finance, and organisation – and where the role of marketing fits in to this picture

As is so often the case, there's a relevant quote from Jeremy Bullmore. This one is from the second Brands Lecture in 2001: "When CEOs try to think about brands, their brains hurt."

This is partly because 'brand' has...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands