O P I N I O N
The brand as a leader
Exceptional brand leadership is a must for a firm to be exceptional in today’s challenging business environment.
T hose who lead and manage service firms recognize there are key individual leadership competencies required to support a firm’s overall success. These skills are well documented in business literature and successful leaders possess a solid understanding of what they are and how to implement them. Knowing this … what about a firm’s brand? Can a brand itself help lead? The short answer is yes: Exceptional brand leadership is a must for a firm to be exceptional in today’s challenging business environment.
Let’s start with a review of some top, well accepted, classic leadership principles that are core to a leader’s success: 1) A leader brings people together to strive for a common goal/purpose. 2) Leaders facilitate the concept of a “whole” being larger than the sum of its parts. 3) Top leaders model excellence and inspire excellence in those around them. 4) A solid leader is persistent and passionate. 5) Good leaders draw out the strengths of their team members.
6) Successful leaders listen closely to understand ultimate meaning. 7)The best leaders provide clarity within complex, cloudy, environments. 8) A lasting leader has unwavering integrity and can be fully trusted. In today’s world, application of these leadership competencies is unquestionably demanding. Leaders face several factors, often working in unison, that complicate and challenge
See SCOTT LECLAIR, page 12
THE ZWEIG LETTER April 13, 2020, ISSUE 1340
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