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Consumer Superbrands

Stephen R. Covey

 

 

 

 

 

 

 

 

 

 

 

 

 

Doctor Stephen R. Covey

Author of world-wide best-sellers ‘The 7 Habits of Highly Effective People’ and ‘The 8th Habit: From Effectiveness to Greatness’

 

Foreword

I was recently speaking at the Executive Summit in Moscow in front of the leading Russian and International top-management teams.

The Summit ’Great Companies: Commitment to Timeless Values‘ was aimed to launch a high-level discussion of the strategic business imperative – a commitment to everlasting values when striving

for leadership.

Great teams of great company brands are the ones that lay down an economic base and that present sustainable role-models for further development of business and society.

A brand is more than simply a name and a symbol.

Strong brands express a promise behind an organization – the pledge they want to make to everyone about their customers’ experience. Brand identity helps to create additional market value of the company.

What are the practical steps towards building everlasting corporate brands? They are the ones that follow the 4 Key Imperatives of Principle-Centered Leadership.

Survival in today’s world of challenges and complexity depends upon the top-managers’ ability to Inspire Trust (Imperative#1). Pierre Omidyare, Ebay founder, stresses that the most remarkable thing about his company is ‘that 135 million people have learned that they can trust a complete stranger, and that’s had an incredible social impact. People have more in common than they think’.

The next important attribute for a leader is to Clarify Purpose (Imperative#2). Walt Disney – the founder of the institution that generates $22 billion in annual sales – believed that the mission of his

company is to create the world where children and parents can speak common language.

When you Align Systems (Imperative #3) to the organization’s core purpose, principles and values, you powerfully communicate this promise to all stakeholders, both internal and external.

Because employees are vital to organizational long-term commercial success, a lot of effort should be put into Unleashing Talent (Imperative# 4) and creating Leaders at all organizational levels.

The Superbrands book provides another efficient way to locate role models. It is a marvelous means of translating Leadership experience and best business practices. I believe that ‘Superbrands’ makes a Unique Contribution as it gives a new impulse to a dialogue and collaboration of the leading company brands – an elite of the Russian and international business community. It should be on the bookshelf of every executive in Russia.

 

November, 2007

Moscow