Read an article on the subject in the Indian Management- Oct issue
The following sketchy ideas and examples were traded:
1. The CEO as the rescuer of the beleaguered brand(eg. Rajeev Bakshi and Pepsi)
2. Source credibility of such campaigns
3. From Vijay Mallaya to the MDH masala owner, a wide array of CEOs have tried to be the face of their companies with varying degrees of success.
I have my set of thoughts on the subject. Not in any particluar order.
a. The game is about a long term commitment. One can't just play superman saviour or 'CEO as post-it' in times of crisis.
When a Narayan Murthy gets into the Bangalore city management committee, he is believable. When a Rahul Bajaj speaks his mind, he is listened to. But the MDH masala CEO is reduced to a patriarchal caricature in his TVCs. At times, Vijay Mallayas' glamour quotient over-shadows his commitment to his brands!
b. CEO brand endorsement is as much about 'Competency Endorsement' as it is about 'Position Endorsement'. When Kiran Majumdar Shaw talks about bio-tech and its role in the Indian economy, we believe her, but Rajeev Bakshi might be looked at sceptically when he becomes the defence lawyer for Pepsi!
Why should I believe you now? Where were you earlier? What's your POV as a consumer on the risks of pesticide contamination?
c. PR has a bigger role to play than image-based communication. The right environment, a POV on larger macro issues, thought leadership and the subtlety of messaging are required to make CEO-brand-ambassadorship work better.
d. It's more about long term strategic communication than short-term tactical usage and gains.
e. The CEO must find his own style, voice, tonality and the preferred medium. I can expect Narayan Murthy or Azeem Premji maintaining his own blog as the Infosys/ Wipro 'Thought Architects'. Even Biyani on retail would be quite credible!
f. CEOs' deeds are more important than their words. I would prefer Ratan Tata over Mukesh Ambani even though the latter is the recipient of the 'ET Businenessman of the Year award 2006'.
g. Obviously, it won't work for companies where CEO tenureships are short.
We as agencies again largely do not have an opinion on the subject. Even when we do have, our distance from the corner office is directly proportional to our say on the subject. Pity, because in a wired, connected and warp-speed changing world, CEO as brand ambassadors assume great importance!
Friend of mine sent this...Cute and funny! Sending it to my mother!!
One of the entities under The Futures Company is Yankelovich - a leading consumer research company that has helped marketers understand con...
Just came back from a 3 hour breakfast at Roots Cafe - great poha, chilla jasmine tea and early morning drizzle...And the sight of two cute...
Once Upon A Time I was just a happy planner doling out power-point slides by the dozen:-) And then 'one day', actually over many...
The new TVCs of Mahindra Logan are so bad that it makes the car look good in contrast! Honestly, for a solid ugly car that was doing good mo...
As I wade through the workplace, transitioning from agency planning work to consultant work there are interesting shifts that are taking pla...
Just stumbled upon what appears to be the promotional website of the UTV film (Jhootha Hi Sahi)- JohnAbraham.com... I quite like the simpl...
Finally I bought my own copy of the Gladwell book - Outliers! I just waited endlessly for the paperback and a discount(both together). Blink...
Was having an end of day quick chat an with ex-planner-colleague on twitter. She is a great user of the service, I an on-and-off user/critic...
We the technology-awed populace always view all technology as being better, faster and taking us to a better place. The internet seems like ...