How is it that some brands arrive and others remain followers despite marketing and branding efforts? Is it because they have been early entrants or they really have something that differentiates them from others?
Interestingly, most brand that have strong ‘leadership” traits have mastered “outside – in approach”, which means apart from getting the Brand Image right, they have groomed company talent to internalize externally projected high expectations.
Leadership brands have a reputation of possessing exceptional managers with skill set to fulfill customers and stakeholders’ expectations.
For instance Infosys Technologies Ltd. When one interacts with the company, they expect the managers to bring latest technologies to suits best business advantage to the client. Or when one interacts with Accenture, they expect the excellence at all levels.
Leadership gets embedded in the company culture and internally is seen as top-down and externally is seen as bottom-up!