Your company’s brands hold intangible value and differentiate your firm from
rivals. So does your leadership brand—a shared identity among your
organization’s leaders that differentiates what they can do from what your
rivals’ leaders can do. —In Leadership Brand, Dave Ulrich and Norm Smallwood
show how branded leadership delivers unique value for firms’ investors,
customers, and employees—elevating market value and creating a sharp competitive
The authors present a six-step process for creating leadership brand in your
organization. A wealth of tools helps you differentiate your firm’s leaders from
those of rivals, craft a unified identity among them, and articulate a unique
statement of your brand. Additional chapters and tools show you how to assess
and measure your leadership brand, where to invest in the brand, which practices
instill the brand, and how to communicate the brand to your many stakeholders.
With its compelling new model and hands-on approach, this book helps you
clarify what makes your leaders unique—and use your leadership brand to leave
rivals far behind.
About the Author
Dave Ulrich is Professor of Business at the University of
Michigan and co-founder of The RBL Group, an education and consulting firm that
helps organizations and leaders deliver value. He has published 12 books and
more than 100 articles. Norm Smallwood is co-founder of The RBL Group and
co-author of four books. He is also on the faculty of the Executive Education
Center at the University of Michigan Business School. They are co-authors of
Results-Based Leadership and How Leaders Build Value.