'Brand CEOs': The Case of Martha Stewart
|
Code : LDS0002
|
Region : USA |
||||
 |
 |
 |
 OR |
||
|
The ImClone Scandal: Martha, Penny Wise…? Martha Stewart, who made history for the “good things” she showed the world, was in the news in June 2003 perhaps the first time for the wrong reason. She quit as chairman and CEO of the company she founded, when she was indicted on the charges of securities fraud, obstructing justice, conspiracy, and lying. She was accused of insider trading6 for selling her shares of ImClone – a biotech company, after being allegedly tipped of a stock sale by her friend SamuelWaksal, the chief executive and chairman of ImClone... CEO as a Brand Martha Stewart’s case called for a reappraisal of the notion of personal branding – where the company’s founder or CEO is in effect its brand. PeterMontoya, the author of the book The Personal Branding Phenomenon enlisted ‘eight laws’ on which a personal brand is based. They are specialization, personality, leadership, distinctiveness, visibility, persistence, unity, and goodwill.Acompanywith CEO as its brand, it was considered, may have to face greater challenges alongwith greater benefits.AsDavid J. Reibstein, a professor ofmarketing at Wharton, opined, the celebrity status of a businessperson who is a brand could add a great value to a company... |
|
| For Case Books
Click Here >> For Case eBooks Click Here >> |
|
