Today, a corporation’s reputation is indelibly linked to that of its leader. Regardless of the size and complexity of the organization, the person in charge sets the tone, defines the style, and becomes the company’s public face. CEO reputation is becoming an essential component of successful companies’ overall branding strategy.
A CEO’s reputation and brand is increasingly important to the bottom line of companies of all sizes and industries. Employees, customers, shareholders, analysts, and the media all monitor the CEO for insights into the corporation’s culture, values, and commitment to what the brand represents.
A recent study by global communications consultancy Burson-Marsteller indicates that the CEO’s reputation is responsible for approximately 50% of a company’s reputation, directly translating into achieving key business objectives and increasing sales.
The survey noted that based on the reputation of the CEO:
95% decide whether to invest in a company
94% will believe in a company under pressure from the media
93% would recommend a company as a good alliance/merger partner
92% maintain confidence in a company when the share price lags
88% recommend the company as a good place to work
In the Burson-Marsteller survey, credibility claimed a top position among factors driving CEO reputation. Thought leadership is one way earn credibility. CEOs who develop executive branding campaigns driven by thought leadership report that the exposure they receive is more credible than advertising, delivering a powerful, credible impact within their marketplaces and organizations.
When you say "thought leaderership" the first person that comes to mind is Jack Welch, former CEO of GE.
In his prime, I'm not sure that there was anyone else more sought after than he was. The results were shadowed in GE's stock growth.
Posted by: Gary Bourgeault (managersrealm.com) | August 12, 2006 at 01:04 AM