CHAPTER 5Leveraging Your Brand to Drive Spectacular Results
My greatest strength is really common sense. I’m a standard brand like Campbell’s Tomato Soup or Baker’s Chocolate.
—KATHARINE HEPBURN
EVERY DAY, YOU HAVE THE OPPORTUNITY to leverage your brand to drive value into your company. Actress Katharine Hepburn described her brand as common sense; you could see that brand in the iconic roles she played. She understood her own brand and leveraged it to build a legendary acting career. Whatever your brand, when you understand it and unleash it in the right setting, the impact is powerful and real. As you’ve learned from the stories of leaders in these chapters, a common thread is that they know who they are and how to communicate it to others. ...
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