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

Abstract

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.

Citation

Sullivan, V. (2004), "CEOs hit the road: speaking as a brand‐building tool", Handbook of Business Strategy, Vol. 5 No. 1, pp. 73-76. https://doi.org/10.1108/10775730410494017