Let’s face it – Apple IS Steve Jobs. There are few companies in the world where the personal brand of the founder and the corporate brand are virtually one in the same. Branson and Virgin. Gates and Microsoft are two others that immediately come to mind. Although the CEO is always an important brand asset, it is rare that the CEO IS the brand. This clearly has both positive and negative implications.
Although Apple has built an incredible team of leaders and professionals, none has the visibility or credibility with the market – and now that Jobs is taking a medical leave, it will be hard to transition the brand value. It took years for that to happen at Microsoft as Gates passed the reigns onto Ballmer. Yet even today, when you think Microsoft, you think Bill Gates.
Apple has made many mistakes that could have a detrimental impact on the future of the company that changed computing, the way we listen to music and the way we use our mobile phones. The first mistake was not introducing us to other key leaders in the company. The second was the lack of information about Steve Jobs’ health (causing lots of speculation)
William Arruda, personal branding expert and author of Career Distinction would like to discuss this with you.
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About William Arruda
Dubbed the Personal Branding Guru, William Arruda is the founder of Reach, the global leader in personal branding and the author of Career Distinction: