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.

The Brand‑Driven CEO: Embedding Brand Into Business Strategy is available from the following retailers:

University of Toronto Press: https://lvl5.ca/BrandDrivenCEO-UofT

Barnes & Noble: https://lvl5.ca/BrandDrivenCEO-Barnes

Amazon (US): https://lvl5.ca/BrandDrivenCEO-Amazon

Chapters-Indigo: https://lvl5.ca/BrandDrivenCEO-Indigo