Should a Brand be Defined by its Leadership?


I see that Vladimir Putin is considering a run at President of Russia again in 2012. That news got me thinking about brands and those who lead them. Arguably, Putin could be considered the ultimate brand champion. There are not too many people on the planet who are more closely aligned with the identity of an organization or nation brand than Vladimir Putin is with Russia.

In the political arena of course US President Barack Obama is a close second, and in the business world people like Richard Branson and Donald Trump can give anyone a run for their money. But, in the long run is it beneficial for an organization or nation to be so closely aligned with a person? What happens when that person steps down or trips over themselves. Think about the PGA tour and Tiger Woods.

I am seldom advocate an organization or a nation being too closely aligned with its top brand champion. In the case of Russia, it might not be such a bad idea. What do you think?

Rex Whisman

Brand Champions Blog

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