01 May 2009

When the boss is as big as the brand

Managing Intellectual Property

With high-profile CEOs, David Stone and Sarah Bailey examine how trade mark managers can take responsibility for the boss's brand

One-minute read

High-profile CEOs such as Steve Jobs, Martha Stewart and Richard Branson are brands in their own right, with their success or failure closely identified with that of the companies they run. Reality television, celebrity culture and the credit crunch have brought more CEOs to public attention, whether they are the owners/founders of companies, or hired as managers. Where the CEO has a brand in his or her own right, trade mark managers will have to decide whether the company should protect his/her name and image (and even slogans) or alternatively to obtain a licence from the CEO. Trade marks, personality rights (where available) and domain names should all be part of the strategy. Attention should be paid to what happens when the CEO leaves and trade mark use requirements. A particular concern, especially in the current economic climate, is to have a brand strategy that can survive the controversial departure of a high-profile CEO.

"Like it or not, a CEO is a brand. The only question is whether it's a known brand and whether the image is positive. If that brand is properly developed and managed, the company will reap big dividends"
– Virgil Scudder, media trainer

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When the boss is as big as the brand

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