4 reasons a CEO's personal brand is vital - profits

1. Profits

It is a given that customers are less likely to buy from a brand that they dislike - but the same goes for the CEO too. According to Prophet, 68% of people said they will not buy a product/service if the CEO’s personal conduct is revealed to be unethical.

Modi says: “When expectations are met or exceeded, a place upon a pedestal awaits. However, when performance, behaviour or results fall short, uncertainty abounds. And where a leader is viewed with uncertainty, there’s certainty of a tumble in the share price.

“Major brands have faced perilous financial positions brought about as a direct result of a CEO’s actions, the most notorious being Fred the Shred of RBS, with consequences so dire, a complete re-brand of the bank was essential.

“Yet it’s not only direct actions and words that can hit sales, profit and growth - others are deemed villainous by association, as has been shown with the boycotting of Ivanka Trump’s products by a vociferous Twitter campaign.”