The Role of the CEO in Brand Design

The CEO or the president is really responsible for the brand, says Ogilvy. It relies on so many other people's efforts that it is sometimes erroneous to then lump the responsibility into just one person with an organization. The quality of the experience at a fine dining Michelin starred restaurant depends as much on whether the floor is sticky as whether the foie gras is perfect and has a great apricot jou on it.