7 ways to be a new brand leader

Andy Nairn

In this article Andy Nairn looks at current management literature and determines seven indicators from human leadership theory that could reshape our thinking about brand leadership.

7 ways to be a new brand leader

Andy NairnMCBD

 

There is no doubt that the big buzzword in management these days is leadership. After decades of ignoring it as a topic, the academic literature fizzes with talk of this elusive concept. Leadership courses are sold out and books abound, drawing analogies with great military figures, sportsmen and explorers. In short, a quality once assumed to be innate, and therefore impossible to learn, is attracting serious attention.

Meanwhile, in our own patch, exactly the opposite shift has occurred. For decades, marketing literature dwelled on the importance of...

WARC subscribers can sign in to keep reading

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