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Your company's brands hold intangible value and differentiate your firm from rivals. So does your leadership brand—a shared identity among your organization's leaders that differentiates what they can do from what your rivals' leaders can do. In Leadership Brand, Dave Ulrich and Norm Smallwood show how branded leadership delivers unique value for firms' investors, customers, and employees—elevating market value and creating a sharp competitive edge. The authors present a six-step process for creating leadership brand in your organization. A wealth of tools helps you differentiate your firm's leaders from those of rivals, craft a unified identity among them, and articulate a unique statement of your brand. Additional chapters and tools show you how to assess and measure your leadership brand, where to invest in the brand, which practices instill the brand, and how to communicate the brand to your many stakeholders. With its compelling new model and hands-on approach, this book helps you clarify what makes your leaders unique—and use your leadership brand to leave rivals far behind.
- Sales Rank: #443735 in Books
- Published on: 2007-08-13
- Original language: English
- Number of items: 1
- Dimensions: 9.31" h x 1.07" w x 6.56" l, 1.27 pounds
- Binding: Hardcover
- 288 pages
Review
The authors lay out a straightforward six-step process of creating a leadership brand --The New York Times, September 4, 2007
The ultimate test of a leadership brand occurs only after the top leader steps down... --Investor's Buisness Daily, September 25, 2007
Put this book on your reading list it presents a com�pelling and practical approach to developing and sus�taining a leadership brand. --International Human Resources Information Management, November 2007
About the Author
Dave Ulrich is Professor of Business at the University of Michigan and co-founder of The RBL Group, an education and consulting firm that helps organizations and leaders deliver value. He has published 12 books and more than 100 articles. Norm Smallwood is co-founder of The RBL Group and co-author of four books. He is also on the faculty of the Executive Education Center at the University of Michigan Business School. They are co-authors of Results-Based Leadership and How Leaders Build Value.
Most helpful customer reviews
10 of 10 people found the following review helpful.
Leadership is more than individual leaders
By M. Hiebert
Thousands of books have been written for leaders. Like a leader that stands out from the pack, a new leadership book must present some significant new insights to prosper in this crowded marketplace. Hard on the heels of their last successful book, How Leaders Build Value, Dave Ulrich and Norm Smallwood produce another winner. How's that? A mix of reliable advice combined with some new insights which include:
' Leadership is more than individual leaders. "An exceptional individual leader may deliver outstanding results for a while, but the quality of leadership is what sustains results ... Leader emphasizes the qualities of the individual and how he or she leads and engages others ... leadership emphasizes the quality of leaders throughout an organization."
' It focuses on results, not on the traditional personal characteristics of leaders. "Our study of leadership began with a simple premise: leaders must deliver results ... the leadership field has become so enamored with competencies and personal characteristics of leaders that the leader's job to also deliver results was almost forgotten."
' Its leadership focus is from the"outside/in instead of the inside/out." "Outside in means that customer (and investor) expectations should frame, focus, and influence leader behaviors. When leaders know and do things that add value to customers, they are more likely to be doing the right thing."
' It uses the metaphor of a brand (like those of Pepsi, Lexus and Nokia) to reframe the power of leadership. "Leadership brand is the identity of the firm in the mind of the customers ... Leadership brand occurs when leaders' knowledge, skills, and values focus employee behavior on the factors that target the issues that customers care about ... it shows up in the behaviors and results of leaders throughout a firm in a manner that bridges employee and customer commitment."
' A leadership brand must pervade an organizational culture and its processes--(think GE/Jack Welch or Walmart/Sam Walton.) "A leadership brand bridges the firm's identity in the mind of those outside (customers and investors) with the behavior of its employees. When an organization has a leadership brand, customers have positive images of the firm, investors perceive the firm as possessing intangible value, employees feel more committed, and leaders are creating enormous value."
Supporting these insights are numerous examples, models, assessments, and other practical tools. This book models what is becoming the Ulrich-Smallwood brand: new insights combined with the best of the old, supported by easy-to-read, pragmatic implementation support. Sounds like a sustainable brand for leadership in the leadership field.
9 of 9 people found the following review helpful.
A must-have if you're interested in leadership development.
By Wally Bock
Here's the Quick Review of Leadership Brand: Developing customer-focused leaders to drive performance and build lasting value by Dave Ulrich and Norm Smallwood.
HOW THIS BOOK IS DIFFERENT:
Concentrates on leadership as a company endeavor, not as a matter of individual growth.
The authors attempt to get you to analyze your company's leadership from the outside in.
STRENGTHS:
This is truly about leadership development in the company.
The chapter on "Assessing Leaders Against the Brand" is worth the price of the book.
Good research and citations.
WARNINGS:
You may have trouble reading this book from cover to cover.
What's here is far too programmatic to be practical taken whole.
The concept of "Leadership Brand" may get in your way.
BOTTOM LINE:
If you're interested in leadership development, this book should be on your shelf.
Now for the detailed review.
There's not much new about leadership. But every new leadership book attempts to give you something unique, a new way to look at the subject, new things to try, or old things to try in different way. Every book tries to shift your thinking.
Leadership Brand by Dave Ulrich and Norm Smallwood attempts to shift your thinking from studying leaders to studying leadership and toward influencing how leaders connect the company to customers and other "outsiders." They work through the metaphor of a "leadership brand," which they tell us is "the identity of the firm in the mind of the customers made real to employees because of customercentric leadership behaviors."
That quote tells you that this book will stretch your thinking about leadership development in your company. It also tells you that the authors are overanalyzing and, yes, branding the process they describe. Here's a quick chapter outline
Branding Leadership - the authors introduce their concept of Leadership Brand
There are six chapters that lay out the process in step-by-step fashion.
Creating a Leadership Brand Statement
Assessing Leaders Against the Brand - worth reading if you read nothing else
Investing in Leadership Brand
Measuring Return on Leadership Brand
Building Awareness for Leadership Brand
Preserving Leadership Brand
Implications for Personal Brand
There are two Appendices
Criteria for a Firm Brand - worth reading for an overview of things to do
Firms with Branded Leadership
HOW THIS BOOK IS DIFFERENT
Leadership Brand concentrates on leadership as a company endeavor, not as a matter of individual growth. That makes it different from most leadership books, but similar to recent books like The Leadership Pipeline.
The authors also attempt to get you to analyze your company's leadership from the outside in. This is a powerful concept and one you can use in any company.
If you start thinking about leadership development by thinking about the results that need to be produced, you will see things that you won't see with the "competency" or "trait" approach. You will also be able to identify the ways that leadership at your company needs to be different than leadership at other companies.
STRENGTHS
This is truly about leadership development in the company. It will help you develop a leadership development program or modify what you've got.
The chapter on "Assessing Leaders Against the Brand" is worth the price of the book. This chapter is filled with tools and references that will help you assess leadership and leadership development whether you use the authors' program or not.
I love leadership books that are well-researched. Because the authors describe their thinking and support their points with research, you can judge whether you agree. You can also adapt a point or suggestion more effectively to your own situation.
WARNINGS
You may have trouble reading this book from cover to cover. The prose is absolutely tortured at times.
What's here is far too programmatic to be practical taken whole. Like so many programmatic books, this one lays our multiple, detailed steps and makes it seem like you go through them, bang-bang-bang in a linear fashion.
The fact is that the kind of changes the authors are calling for require changes in multiple company systems and in the culture. It's a generational process that will take years, not months.
The concept of "Leadership Brand" may get in your way. It did for me.
I never understood how a "leadership brand" was different than the culture and values of a company. Ultimately I just substituted "culture and values" in my head every time I read "leadership brand." That seemed to work fine.
BOTTOM LINE
If you're interested in leadership development, this book should be on your shelf.
0 of 0 people found the following review helpful.
Building leadership that compliments the way your company is viewed...
By Thomas Duff
It's easy to pick out what makes a particular brand distinct and valuable... Apple, Costco, Wal-mart all have a definite public perception that drives their operation. In the book Leadership Brand: Developing Customer-Focused Leaders to Drive Performance and Build Lasting Value by Dave Ulrich and Norm Smallwood, the authors contend that each company also has a "leadership brand" that helps drive that public perception and that enables the company and employees deliver on those expectations.
Contents:
Branding Leadership; The Case for Building a Leadership Brand; Creating a Leadership Brand Statement; Assessing Leaders Against the Brand; Investing in Leadership Brand; Measuring Return on Leadership Brand; Building Awareness for Leadership Brand; Preserving Leadership Brand; Implications for Personal Brand; Criteria for a Firm Brand; Firms with Branded Leadership; Notes; Index; About the Authors
Ulrich and Smallwood do a good job in changing the way that an organization's leaders are normally viewed. Using the "brand" concept, building and promoting leaders is based on an underlying element that lends a continuity to how the company performs and delivers in the marketplace. These types of leaders are the ones that allow a company to consistently lead their market niche over a long period of time. It's obviously not a "quick-fix" solution to a company that's failing. You don't just decide "here's our leadership brand, so lead in this way" one Monday morning. Using the measured approach outlined here, it's possible to start to attract and promote the type of person that will complement the core message of your company.
See all 14 customer reviews...
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