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September 2006


David Taylor (from Where'sTheSausage)

Public relations can also be a powerful way of using a CEO who dramatises the brand idea. A good example is Richard Reed of Innocent Smoothies in the UK (a bit like Odwalla in the US). His laid-back style (jeans and t-shirt), down-to-earth approach and visible passion for all things natural. He's regularly at conferences and in the quality newspapers, all things seen by the urban, higher class consumers they are targetting.

Tim Sunderland

When using A CEO a pitchman, you also need to look at the long-term plans of the CEO and the company. Celebrity CEOs can be a problem when they decide to depart, retire, or whatever happens. The loss of a celebrity CEO can lead to a lack of faith in the company. A client I used to work with had a celebrity CEO -- albeit he was a celebrity on a regional level. He got to the point where he wanted to retire and the board had a heckuva time replacing him. What CEO candidate in his right mind would want to follow this golden boy who could do nothing wrong? To make things worse, the outgoing CEO made it plain that he would stil be around as a board member. The new guy is now assured that every decision he makes will be second guessed. Guess who the board is going to have faith in and side with if the incoming CEO and the former CEO differ? They finally found a CEO to take the job. It will be interesting.

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By Al & Laura Ries

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