TY - JOUR AB - 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. VL - 5 IS - 1 SN - 1077-5730 DO - 10.1108/10775730410494017 UR - https://doi.org/10.1108/10775730410494017 AU - Sullivan Vickie PY - 2004 Y1 - 2004/01/01 TI - CEOs hit the road: speaking as a brand‐building tool T2 - Handbook of Business Strategy PB - Emerald Group Publishing Limited SP - 73 EP - 76 Y2 - 2024/03/28 ER -