Marc Cloosterman of VIM Group in conversation with Dan Lochmann of MHI and Miguel Veiga-Pestana of RB giving us an overview of the key takeaways from their session at the Page International Exchange – Why Brands Must Match The Business Model.
- Marc Cloosterman, VIM Group
- Dan Lochmann, MHI
- Miguel Veiga-Pestana, RB
The CEO is in important ways a representation of the brand. They articulate it and drive engagement around it. But the brand must have meaning to all stakeholders. It’s not enough to wear the logo on the shirt if you don’t know what it stands for – especially if it stands for nothing. This is where CCOs can make a difference in the C-Suite, especially by asking the difficult questions that nobody else will. When there is support at the top and the business is aligned with the brand, the work of integrating it across the enterprise through systemic change is the charge for CCOs.