Brand-Driven CEO

David Kincaid is among North America’s most recognized and respected opinion leaders in the field of brand management. Prior to starting Level5 Strategy, David was Chief Marketing Officer at Corus Entertainment and the Senior VP of Marketing and Strategic Planning at Labatt Breweries of Canada. He also held management roles at American Express and General Foods. David is a frequent speaker at leading business schools and conferences and serves as an adjunct professor of marketing at the Smith School of Business (Queen’s University) and the Schulich Executive Education Program (York University). Notable amongst David’s many honors is being inducted into the American Marketing Association’s Marketing Hall of Legends. David Kincaid is also the author of Brand Forward, Brand Back (2017) and The Value of Promise Consistently Kept (2017).

• A Note from the Author Introduction Part One: Unlocking a Different Kind of Value1. The Most Valuable – and Most Misunderstood – Asset on Your Balance Sheet2. Creating Business Value 3. Barriers to Unlocking Value 4. Introducing the New 4Ps 5. The Six Success Factors behind Brand-Driven CEOs Part Two: The New 4Ps and Six CEO Success Factors in Action 6. People 7. Process 8. Intellectual Property 9. Partnerships Part Three: Brand-Driven CEO Assessment and New 4Ps Playbook Acknowledgments Notes Index