Today’s visionary executives know that having a strong personal brand can also have a big impact on the perception of their company brand.
Elon Musk, Jeff Bezos, Richard Branson, and Bill Gates are household names. So strong is their personal brand that it’s inseparable from their companies. Bezos is Amazon, Branson is Virgin, Musk is Tesla, and so on. Credibility, trust, customer loyalty, talent acquisition, and stock prices flow from their achievements, accolades, and even their foibles.
But just as an executive’s brand can help the company, it can also hinder it - especially if it has been compromised. These CEOs may intrigue us for their creativity, innovation, vision, and success but they also attract a darker element - malicious cyber actors.