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If you've got keys, you've probably got a key ring. And if you're like me, you probably have a War Amps key tag on that key ring.
Now a quiz: who's the head of the war Amps? Yup, Cliff Chadderton. After more than 40 years at the charity, he's got to be one of the most recognizable CEOs around - Chadderton's got name recognition that Donald Trump would give his rug for, and the charity has a great reputation.
But here's the thing that the coldblooded flack in me wonders about. What happens when Mr. Chadderton passes away? He's in his late eighties, after all.
Another example: a high-tech firm here in Ottawa is struggling to regain its equilibrium after the shocking death of its CEO and founder in a scuba diving accident.
As a communicator, I get worried when I see an organization that is too closely identified with its CEO or leader.
There are great and easy benefits to be had from that. It's easy to relate to a person; much harder to relate to a faceless corporation. Corporations have used leaders from Sleep Country Canada's Christine Magee to Chrysler's Lee Iaccoca as their front people for decades.
But it's much more art than science. Chrysler scored with Iaccoca, but when they tried it again with "Dr. Z" - Dieter Zesche - it fell flat.
And when that happens, how do you tell the CEO, your boss, that the campaign isn't working?
My advice is for any organization to find a balance between the person at the top of the org chart and your organization's overall brand. Finding that balance is not necessarily easy, and will likely require some frank discussions around your boardroom table.
But if you put all your brand investment into a unique personality, you get the benefit of that personal touch, but you also risk sudden surprises. It took some serious wrangling for Wendy's to work around the death of founder Dave Thomas.
And on a ghoulish note, The Orville Redenbacher people tried to revive the man himself using an actor and computer technology in an ad recently.
You know you made the wrong branding choice when your ad execs turn into grave robbers.
For the Business Network, I'm Bob LeDrew in Ottawa.
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Some additional thoughts on branding a company with a personality CEO:
- It seems to me that Bill Gates made a picture-perfect transition at Microsoft. He's still associated with the company, but he's moved off enough to make for an easy succession.
- Martha Stewart has, for the most part, kept her corporate ship afloat and in good shape despite a difficult few years. I've no doubt she will have a well-thought-out succession plan. She seems too calculating to not do so.
People who need to take a look at what Gates did and learn from it:
- Richard Branson -- what happens to Virgin if he gets lost in space? His ego may end up sinking his empire if he doesn't plan NOW.
- Steve Jobs -- while not in Branson's league, he is SO closely identified with Apple that I'd be concerned.
- Donald Trump -- his ego IS his empire. I give it three years after his death or retirement before the wheels fall off and it clatters apart like the "wonderful one-hoss shay" (Look it up.)
Ciao,
Bob.
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