Wednesday, July 2, 2008

Leadership Brand

By: Ulrich, Dave; Smallwood, Norm.
Harvard Business Review,
July/August 2007, Vol. 85 Issue 7/8, p92-100

A product’s brand connects a company’s output and reputation with customers’ needs and investors’ hopes.

A leadership brand is based on marketplace expectations for the behavior of a company’s representatives.

Dave Ulrich ( and Norm Smallwood ( are partners and cofounders of the RBL Group, a leadership development and human resource education consultancy, in Provo, Utah.

Ulrich is also a professor of business administration at the University
of Michigan’s Ross School of Business, in Ann Arbor.

They are the coauthors of Leadership Brand: Developing Customer-Focused Leaders to
Drive Performance and Build Lasting Value, forthcoming from Harvard Business School Press in September 2007.

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