The new 4P’s of brand management outline is a great tool to keep your brand up to date. Fantastic read.

I really agree with the principles underlying the content of this book. Alignment and integration make total sense. Consistent delivery is critical to brand promise and so it makes sense that they are aligned to the external ie:customers/stakeholders, as opposed to internal efficiencies.

There are many corporate examples. The one I found really helpful was LEGO. Sadly it took them coming close to bankruptcy for them to re-invent themselves, to refocus and determine that the core product , the plastic brick, was what the entire business needed to restructure itself around, with this decision impacting every other decision thereafter.

Kincaid elaborates on his new 4Ps “people, process, IP, and partnerships.” Perhaps this is a helpful construct to the leadership of corporates and large businesses, but for the ‘hands on’ medium and privately owned businesses, it all feels a little complicated. I think many would find this detail and many of the case studies hard to relate to.

With thanks to the publisher University of Toronto Press, #Netgalley and the author for my free advance reader copy in exchange for an honest review.

This is a very comprehensive book on how a brand of CEO of a company (actually regardless of company's size) is influencing internal company's balance and performance as well as external company's perception. It is not always obvious that a brand of company's CEO can be a part of company's brand and I have seen many times this was neglected. I recommend this book for anyone on an executive position. If you start your own company, think of your brand as a CEO from day one.

The brand-driven CEO is a book that was refreshing to read. There are way too many books that talk about branding and give advice on price and promotions. Through careful understanding of what a business needs to build a great brand, it changes the narrative in the approach for growing a great company. A Brand driven C-suite is much more able to adapt to market ideas and trends. Plus, the new 4P's are a new way to think about responsibilities to a business.