CEOs hit the road: speaking as a brand‐building tool

Vickie Sullivan (President of Sullivan Speaker Services, a Tempe, AZ‐based firm that has been helping experts use public speaking to generate revenue and increase market share since 1987. For more information, please call (480) 961‐4318, or visit the company Web site at

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004


By keynoting at association conferences, CEOs and other top executives use speaking as a platform to introduce their companies’ brands into new markets and solidly position them in established markets. Their speeches create “3D branding”, a customized experience that constituents can feel, touch, and interact with. Giving speeches also leverages the credible endorsement of the association and, if made part of a systematic approach, starts building a community of evangelists. Yes, the applause feels good, too.



Sullivan, V. (2004), "CEOs hit the road: speaking as a brand‐building tool", Handbook of Business Strategy, Vol. 5 No. 1, pp. 73-76.

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Copyright © 2004, Emerald Group Publishing Limited

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