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CEOs hit the road: speaking as a brand‐building tool

CEOs hit the road: speaking as a brand‐building tool By keynoting at association conferences, CEOs and other top executives use speaking as a platform to introduce their companies’ brands into new markets and solidly position them in established markets. Their speeches create “3D branding”, a customized experience that constituents can feel, touch, and interact with. Giving speeches also leverages the credible endorsement of the association and, if made part of a systematic approach, starts building a community of evangelists. Yes, the applause feels good, too. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Handbook of Business Strategy Emerald Publishing

CEOs hit the road: speaking as a brand‐building tool

Vickie Sullivan
Handbook of Business Strategy , Volume 5 (1): 4 – Dec 1, 2004
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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1077-5730
DOI
10.1108/10775730410494017
Publisher site
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Abstract

By keynoting at association conferences, CEOs and other top executives use speaking as a platform to introduce their companies’ brands into new markets and solidly position them in established markets. Their speeches create “3D branding”, a customized experience that constituents can feel, touch, and interact with. Giving speeches also leverages the credible endorsement of the association and, if made part of a systematic approach, starts building a community of evangelists. Yes, the applause feels good, too.

Journal

Handbook of Business Strategy – Emerald Publishing

Published: Dec 1, 2004

Keywords: Senior management; Brand awareness; Brand management; Conferences

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