How CEO reputation affects brand value: the evolving skillset of the CEO role

The role of the CEO has evolved as they become as famous as the brands they created.

CEO reputation matters more to brands and the value they contribute to businesses

The most famous CEOs today are founders who have transformed shoestring operations into major multinationals which make more money than most countries’ GDP. People are fascinated by leaders such as Jeff Bezos, Elon Musk and Bill Gates. These founder-CEOs represent the height of success under capitalism, yet how they behave is becoming increasingly linked to the brand value of the companies they command and therefore more important in the way brand drives business success.

Our research suggests that there is far more to being a good CEO...

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