Book Review - Leadership Brand by Dave Ulrich and Norm Smallwood
Category Book Review Dave Ulrich Norm Smallwood Leadership Brand
It's easy to pick out what makes a particular brand distinct and valuable... Apple, Costco, Wal-mart all have a definite public perception that drives their operation. In the book Leadership Brand: Developing Customer-Focused Leaders to Drive Performance and Build Lasting Value by Dave Ulrich and Norm Smallwood, the authors contend that each company also has a "leadership brand" that helps drive that public perception and that enables the company and employees deliver on those expectations.
Contents:
Branding Leadership; The Case for Building a Leadership Brand; Creating a Leadership Brand Statement; Assessing Leaders Against the Brand; Investing in Leadership Brand; Measuring Return on Leadership Brand; Building Awareness for Leadership Brand; Preserving Leadership Brand; Implications for Personal Brand; Criteria for a Firm Brand; Firms with Branded Leadership; Notes; Index; About the Authors
Ulrich and Smallwood do a good job in changing the way that an organization's leaders are normally viewed. Using the "brand" concept, building and promoting leaders is based on an underlying element that lends a continuity to how the company performs and delivers in the marketplace. These types of leaders are the ones that allow a company to consistently lead their market niche over a long period of time. It's obviously not a "quick-fix" solution to a company that's failing. You don't just decide "here's our leadership brand, so lead in this way" one Monday morning. Using the measured approach outlined here, it's possible to start to attract and promote the type of person that will complement the core message of your company.
It's easy to pick out what makes a particular brand distinct and valuable... Apple, Costco, Wal-mart all have a definite public perception that drives their operation. In the book Leadership Brand: Developing Customer-Focused Leaders to Drive Performance and Build Lasting Value by Dave Ulrich and Norm Smallwood, the authors contend that each company also has a "leadership brand" that helps drive that public perception and that enables the company and employees deliver on those expectations.
Contents:
Branding Leadership; The Case for Building a Leadership Brand; Creating a Leadership Brand Statement; Assessing Leaders Against the Brand; Investing in Leadership Brand; Measuring Return on Leadership Brand; Building Awareness for Leadership Brand; Preserving Leadership Brand; Implications for Personal Brand; Criteria for a Firm Brand; Firms with Branded Leadership; Notes; Index; About the Authors
Ulrich and Smallwood do a good job in changing the way that an organization's leaders are normally viewed. Using the "brand" concept, building and promoting leaders is based on an underlying element that lends a continuity to how the company performs and delivers in the marketplace. These types of leaders are the ones that allow a company to consistently lead their market niche over a long period of time. It's obviously not a "quick-fix" solution to a company that's failing. You don't just decide "here's our leadership brand, so lead in this way" one Monday morning. Using the measured approach outlined here, it's possible to start to attract and promote the type of person that will complement the core message of your company.
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