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Leadership Brand: 03/25/08
In modern business, the brand is king. A company's survival depends on its brand. Dave Ulrich and Norm Smallwood offer Leadership Brand as a method for company leaders to inspire and mentor employees for the betterment of the brand and the business.
Leadership Brand is divided into nine chapters and includes two appendices. The book begins with a fuzzy definition of leadership brand and the difference between leaders and leadership. The remaining chapters show how to make a leadership brand part of the company's operations from creating the "brand statement" to assessing the leaders, investing in leadership, measuring the ROI, building awareness, preserving leadership and finally helping employees internalize the brand.
While Leadership Brand will probably become the next hot business book among managers, marketing departments and human resource departments, reading it made me glad I'm no longer working one of the huge corporations where the brand is everything. Entrepreneurs and managers at small companies probably won't benefit from reading Leadership Brand as most of the case studies and examples are based around huge multi-tiered hierarchical organizations.