Good branding must start with the CEO, says Fran Kelly of CEOVIEW Branding. He says CEOs must become “Brand Champions” in order to be the most successful CEO they can be.
Kelly says that the desire for and demand for superior branding must come from the top. By making better marketing their first priority, brands become great and stay great. Think of brands like Nike, VW, Apple, and Target. Their campaigns are great examples of superior branding. Great branding is not an accident; it is a result of creative ideas, smart strategies, a great team of open minded people, as well as good timing and a little luck. And if the CEO is an active “Brand Champion,” the company is already on its way to being a great brand success story.
And while good branding is necessary for success, it is also vitally important to protect that brand. A trademark is one way for a business to stand out from the rest of the pack. Protecting goods or services that are unique to a business is a smart business move, one that has the potential to grow the business and strengthen a signature brand. And while anyone can file a trademark application, the future and success of your company’s branding is best left to a trademark expert. A trademark attorney understands what is in the best interests of the company in the long run, and how to prevent challenges from arising in the future.
Read more of what Fran Kelly has to say about “Brand Champions” here.