Michael Difrisco

Often the biggest hurdle you’ll face in developing or refining the brand strategy for your organization is the reluctance of the CEO to buy into the importance of branding. But it’s critical to get the full support and backing from the CEO or your board before proceeding down the brand path. Bob Lamons, communications consultant and founder of Robert Lamons and Associates, says, “The CEO needs to be the No. 1 brand champion. No exceptions. No extenuating circumstances. If she resists accepting this responsibility, the company will suffer.” I’ve heard more than one CEO ask the questions, “But how does the brand fit