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Global Brand

In: Business and Management

Submitted By Giulial
Words 44781
Pages 180
Best Global Brands 2013

Table of Contents

JEZ
Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality.

GINNI
The New Rules of Brand Leadership
2

From Information to Intelligence
82

Sector Leadership Best Global Brands 2013
10 86

BISH

Methodology Creative Leadership
70 120

Contributors China’s New Brand Leaders
74 126

Corporate Citizenship 2.0
78

MARK

CHIEKO

The New Rules of Brand Leadership By Jez Frampton

In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership roles are converging, traditional structures are crumbling, the consumer’s voice carries more weight than ever, and less tangible strengths like emotional intelligence and psychological insight are just as key to leading a brand today as the ability to generate high ROI and increased shareholder value.

THE NEW RULES OF BRAND LEADERSHIP

Best Global Brands 2013

Today’s leaders face...

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