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Monthly Archives: July 2012

Be careful, tenure at the top can be brief

As any CEO knows, tenure at the top can be brief. It’s not uncommon for a CEO to be in place for only a few years before circumstances – from an earnings disappointment to a need to pursue another strategic direction – results in a management shakeup.

Comebacks Redmond & Crisafulli p. 37

Before you accept top roles of leadership be sure you are ready for the political challenges. Often it is a change of fit, not performance, that leads to a transition.

Build a brand promise statement

What is in a brand promise?

  • The three things you want people to know about your business, what you offer, who you serve, and how your best at what you do
  • Your point of difference
  • Your business promise that will be upheld through the brand experience
  • Your brand character

Build your brand promise statement.

(Your name) promises (your target market) that they can count on us for (your unique attribute or benefit) delivered with (information about the character, tone, and mood you convey).