The Brand Driven CEO

For most companies, its single most valuable asset is its brand. So why is it that companies often overlook the power of branding and the brand development process? In a Forbes interview with David Kincaid, author of ‘The Brand-Driven CEO: Embedding Brand into Business Strategy’, Kincaid details the negative cascade of misalignment and mismanagement that flows from the C-suite when leadership fails to recognize that “business strategy and brand are the same thing.”

At Sustena we have developed a diagnostic tool called Accuiti that measures executive alignment around the performance of Brand, Sales, and Marketing, providing insight into the most elusive drivers for growth.

Interested in aligning your brand and business strategy? Reach out to us for a tour of Accuiti today.


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