The Brand-Driven CEO Understands The New 4Ps of Brand Management

It takes people, processes, intellectual property, and partnerships.

Ben Mumme

Jun 19, 2023

Wisdom

One piece of wisdom that motivates, encourages and empowers you to grow.

“Brands are the most misunderstood and underleveraged assets on companies’ balance sheets." -David Kincaid

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Insight

One insight that helps you deeply understand a situation, idea, or concept.

What is Brand-Driven CEO?

“A Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviours, decisions, and operations of their entire organization and drive brand and shareholder value.” -David Kincaid

In traditional organizational structures, brand management is often delegated to marketing departments, leading to autonomous and siloed functions within companies. However, a brand-driven organization takes a different approach. In this model, the CEO personally takes responsibility for managing the brand as a valuable asset.

To effectively manage the brand, CEOs must adopt a brand-driven perspective that goes beyond vertical functions. This involves embracing the New 4Ps of brand management: People, Processes, Intellectual Property (IP), and Partnerships. These 4Ps provide a framework for collaboration and unlocking value and sustainable growth within the organization.

The New 4Ps of Brand Management

Brand-driven CEOs of successful companies integrate two or more, if not all four, of the New 4Ps into their business systems. They understand that these 4Ps bring more than just brand strategy; they offer untapped value. By incorporating the New 4Ps into a unified system, brand awareness permeates the entire organization, aligning every aspect with the brand's strategy to unlock its sustainable value.

Let's take a closer look at the significance of the New 4Ps within the brand-driven business system.

The People

Beyond training, employees are inspired to become brand ambassadors, while customers and stakeholders become advocates for the brand.

When a company encourages employees to actively participate in brand workshops and training, it fosters ownership and pride in the brand. As a result, employees become strong brand ambassadors who promote the brand's values and mission to customers and stakeholders. This enthusiasm and dedication build a positive brand image and enhance customer loyalty.

The Processes

Business processes align with the overall brand purpose and vision, going beyond mere efficiency.

When a company integrates its brand purpose and vision into all aspects of its operations, including product development and customer service, it ensures alignment with the brand's core values. This approach creates a consistent brand experience at every interaction and touchpoint, reflecting the brand's identity. By prioritizing brand alignment over mere efficiency, the company distinguishes itself from competitors and establishes a robust brand presence.

The Intellectual Property (IP)

The system creates, manages, and vigorously protects intellectual property, including digital intellectual property, as a key defense of the brand's integrity and market value.

For example, BrandCo, a technology company, invests heavily in developing cutting-edge digital products. They not only create intellectual property but also take strong steps to protect it. With a dedicated team overseeing intellectual property rights, BrandCo ensures competitors cannot copy their innovations. This commitment to safeguarding intellectual property enhances their reputation for innovation and establishes BrandCo as a trusted industry leader.

The Partnerships

Opportunities for strategic collaboration are identified to expand and strengthen the brand, not just for generating revenue but also for improving operating margins.

For example, Ciele Athletes, a running gear performance retail company strategically partners with complementary brands to expand its customer base and strengthen its brand positioning. By collaborating with reputable organizations like Norda that share similar values, Ciele Athletics can offer customers additional value and experiences. These partnerships go beyond generating revenue; they also enable Ciele Athletics to improve operating margins by leveraging shared resources and expertise. Such collaborations enhance the brand's reach and reputation, positioning Ciele Athletics as a go-to destination for quality products and exceptional customer experiences.

Living Legend

One inspiring story of a famous person who is still living for doing something exceptionally well.

Hugo Powell

Hugo Powell, the former president of Labatt Brewery, is a prime example of a brand-driven CEO who has achieved remarkable success. His story highlights visionary leadership and an unwavering commitment to establishing a brand-focused business system that has propelled Labatt Brewery to unparalleled heights.

Throughout his career, Powell demonstrated a profound understanding of the power of branding. He recognized that Labatt Brewery was not merely a producer of beverages, but a symbol of craftsmanship, tradition, and innovation. Taking personal responsibility for managing the brand as a valuable asset, Powell transformed the company's organizational structure and culture.

Embracing the New 4Ps of brand management; People, Processes, Intellectual Property (IP), and Partnerships - Powell revolutionized Labatt Brewery's approach to business. He instilled in employees a sense of pride and ownership, inspiring them to become brand ambassadors and fostering a company culture that embraced the brand's values and purpose.

Powell understood that effective brand management goes beyond mere efficiency in processes. He ensured that Labatt Brewery's operations aligned with the brand's overall purpose and vision. Every aspect of the organization, from production to customer service, was deeply rooted in the brand's essence and consistently delivered on the brand promise.

Moreover, Powell recognized the significance of intellectual property as a key defense of the brand's integrity and market value. Labatt Brewery, under his leadership, not only created exceptional products but also managed and vigorously protected its intellectual property, including digital assets. This unwavering commitment safeguarded the brand's reputation and solidified its position as an industry leader.

Powell's visionary approach extended beyond Labatt Brewery's internal operations. He sought strategic collaborations and partnerships to expand the brand's reach and drive growth. By identifying opportunities that went beyond mere revenue generation and focused on improving operating margins, Powell positioned Labatt Brewery as a dynamic force in the market, constantly exploring new avenues for innovation and expansion.

Today, Hugo Powell's undeniable impact on Labatt Brewery and the industry as a whole serves as an inspiration to aspiring brand-driven CEOs. His legacy demonstrates the transformative power of integrating the New 4Ps into a cohesive and purpose-driven business system.

Powell's success offers valuable lessons for Brand-Driven CEOs:

Brands drive value.
Brands have a tangible impact on a company's market value and should be recognized as valuable assets.
Managing brand health and wealth – the devil is in the details.
A brand's value lies in consistently keeping promises, and this requires a comprehensive commitment to executing every aspect of the brand definition.
Great brands deliver on an unmet need, first or better.
Successful brands fulfill unmet needs or deliver benefits in a superior way compared to competitors. Understanding the true benefit your organization provides helps define your business.
Managing a brand is managing a business system.
To consistently deliver on a brand promise, top management must inspire and coordinate all employees towards the common goal of creating value for customers and the marketplace.
Great brands start with a vision that inspires an entire organization to action.
Brand-driven companies foster employee and stakeholder participation by communicating a clear brand vision and their roles in achieving sustainable success.

Source - Level5 Strategy

Final Thoughts

Questions for you to ponder and think carefully about.

The key questions you need to ask about your brand:

How can your brand inspire and empower employees to become brand ambassadors?
How can your brand enhance the customer experience to better reflect the companies’ values?
What strategic collaborations or partnerships can your brand pursue to extend its reach and enhance value?

Cheers,