Have you lost sight of what a brand is?

In Part 5 of his interview, Level5 Strategy Founder David Kincaid taps into his book, “The Brand-Driven CEO,” to remind business leaders why brands must be reestablished as business systems that drive profitable growth.

To run their brand as a business system they’re accountable for, CEOs must address the brand’s internal and external audiences, build its reputation and understand that everything related to the brand starts at the top.