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By Sylvia Palka Melo, Senior Consultant


What do all brand-driven CEO’s have in common? They treat their brands as assets and align all the elements of their business system to make sure that their brand delivers consistently on its promise.

On October 5th, 2016, LEVEL5, in partnership with Spencer Stuart, hosted our Leaders Forum series power breakfast to offer senior executives a new way to think about and manage their brands as assets. Ken Wong, renowned professor at Queen’s Smith School of Business, moderated discussions with brand-driven CEOs who have successfully brought their brand to life profitably across their business system including:

  • Allan MacDonald, President, Canadian Tire Retail
  • Joe Natale, former CEO, Telus; Managing Director, BearingPoint; Managing Partner, KPMG 
  • Ana Dominguez, President, Campbell Company of Canada
  • Michael Jones, President & Chief Executive Officer, Equity Financial Trust

Each panelist openly shared their learnings and experience with integrating their brand’s vision, purpose and promise across all functions and departments within their organization through the power of people, processes and partnerships.

The prevailing keynote that came out of the discussion is that the management of a successful brand begins at the top. It’s the responsibility of (and an opportunity for) C-suite executives to identify the changes required to lead a brand forward, and to support the team within the organization that will make those changes happen to generate competitive advantage and sustainable, profitable growth. As the leader of an organization, you are not just an ambassador for your brand – you are also its guardian. That’s why managing and building a brand begins not in the marketing department but at the top of the organization.

A big thank you to our partner, Spencer Stuart, for helping us host this event, our panelists for sharing their experience and learnings, and our guests for attending and engaging in meaningful dialogue.  

Stay tuned for our white paper on key considerations, actions and best practices for bringing your brand to life profitably across your business system.