Brand: The New Business Leadership

Mario Simon

This article posits that the successful creation and management of brands will be the hallmark of business leadership in the 21st century, suggesting that the structural changes in the world have placed brands at the forefront of business success.

Brand: The New Business Leadership

Mario Simon Millward Brown Optimor

The successful creation and management of brands will be the hallmark of business leadership in the 21st century. Does that sound bold?

Perhaps, but the world today is far different from what it was only a couple of decades ago, and these structural changes have placed brands at the forefront of business success. A review of stocks in the S&P index shows that businesses that own the strongest brands perform significantly better than other businesses.

Business leadership and brand leadership have become inextricably linked, and a study by Millward...

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