When the boss is as big as the brand
01 May 2009
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
"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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