This kind of advertising can prove very effective for building the brand of a business
Today’s chief executives have the skills and personality to carry off starring in the company advertising. Fifteen years ago, it was a different story. The top executives survived in a manufacturing dominated world. They had multiple degrees from universities, excelled at all aspects of academia, but weren’t good with people and relationships.
The Role of the Modern Chief Executive
Today’s chief executive also has what I call emotional intelligence. The role of the leader has changed. The main job is about managing relationships – relationships with the media, with staff, with customers, with directors, with shareholders and their peers.
The Skills in Dealing with the Media
Many chief executives are highly skilled in dealing with the media. They have had media training. I know a couple of chief executives who have even had drama classes. Advertising is an extension of those skills.
The Branson Effect
One of our clients is Virgin; we’re involved in rebranding Virgin Drinks. If you look at Richard Branson, he is the epitome of the charismatic leader. His appearance in ads underlines the Virgin brand values. The whole proposition is about honesty and challenging how things are done. Every time Branson starts a new company it is about challenging the status quo; coming up with a better way than British Airways, for example.
Branson believes very strongly in the Virgin values. He is the person who has all the knowledge about the companies. He can answer any question with passion. When someone passionately believes in the company, there is no better person to stand in front of the camera. How could you replace Richard Branson with an actor and as effectively reinforce that brand value of honesty? Consumers are commercially aware and obviously realize that the actor appearing in an advertisement is just doing their job and is likely not buying or using the product in real life.
Extending the Strategy to Small Companies
I also believe that this strategy can still be successful even if a company is small and the chief executive is not as well known. The same principle applies no matter what the size. Who knows more about their product and is more passionate about the way it tastes or the way it is produced than the person who runs the company?
The only concern I would have is if the chief executive was someone who could easily come and go. Some of the big retail companies will go through three different chief executives in the space of five years. For that reason, this could be a strategy that works better for privately owned or family-owned companies, where the chief executive is usually the founder or continuing the founder’s legacy. They will have been there for sufficient time and be in for the long haul.
Role of Chief Executive Branding in the Hotel Industry
In the hotel industry, the power of chief executive branding in advertising cannot be underestimated. Just like in any other sector, the chief executive's personal brand can greatly impact a hotel's overall brand image and reputation. When the CEO of a hotel actively takes part in advertising campaigns, it creates a sense of authenticity and trust among potential guests.
By featuring the chief executive in advertisements, hotels can emphasize their unique selling points and values. The CEO's presence can communicate their dedication to exceptional service, attention to detail, and a guest-centric approach. It is an opportunity to showcase the leader's passion for the hotel's offerings and their commitment to ensuring an unforgettable experience for every guest.
Chief executive branding in advertising is particularly advantageous for luxury hotels. Guests seeking a high-end experience often value personalized service and a connection with the hotel's management. When a CEO is visible in advertisements, it enhances the perception of exclusivity and personalized attention that luxury hotels strive to provide.
While chief executive branding in advertising works well for larger hotel chains, smaller boutique hotels can also benefit from this strategy. In fact, featuring the CEO of a boutique hotel can highlight the unique and personalized experience that such establishments offer. It adds a personal touch to the brand, reinforcing the idea that every guest is valued and individually cared for.
However, as with any strategy, there are considerations to keep in mind. It is crucial for the CEO to have a consistent presence and commitment to the hotel. Frequent changes in leadership can undermine the effectiveness of chief executive branding. Therefore, this approach is often more successful for hotels where the CEO has a long-term vision and is deeply involved in the company.
In conclusion, chief executive branding in advertising can be a powerful tool for building a hotel's brand and attracting guests. When executed strategically, it showcases the leader's expertise, passion, and commitment, enhancing the overall brand image. Whether for luxury chains or boutique establishments, the CEO's presence in advertisements reinforces the hotel's values and creates a personal connection with potential guests.
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