Leadership Brand: Developing Customer-Focused Leaders to Drive Performance and Build Lasting Value

Overview


Your company's brands hold intangible value and differentiate your firm from rivals. So does your leadership brand—a shared identity among your organization's leaders that differentiates what they can do from what your rivals' leaders can do. In Leadership Brand, Dave Ulrich and Norm Smallwood show how branded leadership delivers unique value for firms' investors, customers, and employees—elevating market value and creating a sharp competitive edge. The authors present a six-step process for creating leadership ...
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Overview


Your company's brands hold intangible value and differentiate your firm from rivals. So does your leadership brand—a shared identity among your organization's leaders that differentiates what they can do from what your rivals' leaders can do. In Leadership Brand, Dave Ulrich and Norm Smallwood show how branded leadership delivers unique value for firms' investors, customers, and employees—elevating market value and creating a sharp competitive edge. The authors present a six-step process for creating leadership brand in your organization. A wealth of tools helps you differentiate your firm's leaders from those of rivals, craft a unified identity among them, and articulate a unique statement of your brand. Additional chapters and tools show you how to assess and measure your leadership brand, where to invest in the brand, which practices instill the brand, and how to communicate the brand to your many stakeholders. With its compelling new model and hands-on approach, this book helps you clarify what makes your leaders unique—and use your leadership brand to leave rivals far behind.
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Editorial Reviews

The New York Times
The authors lay out a straightforward six-step process of creating a leadership brand.
Investors Business Daily
The ultimate test of a leadership brand occurs only after the top leader steps down...
International Human Resources Information Management
Put this book on your reading list - it presents a com-pelling and practical approach to developing and sus-taining a leadership brand
Human Resource Planning
leadership needs to be expanded beyond individual development to an institutional process that creates leaders throughout the organization with the capacity to deliver future results.
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Product Details

  • ISBN-13: 9781422110300
  • Publisher: Harvard Business Review Press
  • Publication date: 9/10/2007
  • Pages: 270
  • Sales rank: 939,861
  • Product dimensions: 6.40 (w) x 9.20 (h) x 1.10 (d)

Meet the Author


Dave Ulrich is Professor of Business at the University of Michigan and co-founder of The RBL Group, an education and consulting firm that helps organizations and leaders deliver value. He has published 12 books and more than 100 articles. Norm Smallwood is co-founder of The RBL Group and co-author of four books. He is also on the faculty of the Executive Education Center at the University of Michigan Business School. They are co-authors of Results-Based Leadership and How Leaders Build Value.
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Table of Contents


Preface     ix
Branding Leadership     1
The Case for Building a Leadership Brand     29
Creating a Leadership Brand Statement     49
Assessing Leaders Against the Brand     69
Investing in Leadership Brand     99
Measuring Return on Leadership Brand     131
Building Awareness for Leadership Brand     153
Preserving Leadership Brand     175
Implications for Personal Brand     203
Criteria for a Firm Brand     229
Firms with Branded Leadership     237
Notes     241
Index     249
About the Authors     269
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted November 27, 2007

    Why your leadership brand is as important as your product brand

    Customers associate Wal-Mart with wide product selection and low prices, Federal Express with prompt, reliable service, and Apple Computer with innovation and elegant design. These qualities define this trio of companies in the marketplace. They make them special. They are their all-important brands. Similarly, today¿s companies also should develop special ¿leadership brands¿ for their executives. Such brands should embody what makes these companies truly distinctive, and thus mark them ¿ and their style of corporate management ¿ as singular and meritorious. Dave Ulrich and Norm Smallwood are two of America¿s most respected experts on business leadership. Here, they explain why a company¿s leadership brand really matters. We recommend this study of the inherent logic and intrinsic value of acknowledging and promoting your company¿s particular style of leadership ¿ its leadership brand.

    Was this review helpful? Yes  No   Report this review
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