Hasta La Creative!

CEOs are stripping off the stiff, country club personas, and in their place we’re seeing raw, uncensored CEOs baring it all — all their views, that is.

Today, when consumers ask, “What does this brand stand for?,” the CEO provides the clearest answer. Their random quotes, sounds bites, videos, political donations and personal choices make or break a brand’s reputation. In an era of belief-based consumption, words can create or destroy billions of dollars.

The evidence suggests that CEOs, brands, shareholders and consumers stand to benefit if CEOs openly declare their beliefs and values. There are, however, better and worse ways to do this, and marketing leaders would do well to help their CEOs carry the brand message tactfully.

Continue reading at AdAge.com