Brand in the BoardroomBetter Boards Conference

Hi, it’s great to meet you.

Michel Hogan

Nearly everything you know about brand is wrong...

Brand is the result of the promises you keep.

Purpose

Values

Positioning

Show me what you care about.

Purpose

?How often is your purpose used as a deliberate

part of the discussion?

Non-negotiables

?Can you list your org values (no peeking)?

Boards should take more active leadership of the enterprise, not just monitor it's management.

Ram Charan, Dennis Carey and Michael UseemBoards that Lead

“

Son your ego’s writing checks your body can’t cash...

What should our legal structure be?What products, services or programs do we offer?We’ve always done that but should we continue?Who should we invite to join our board? Are they a fit?Who should we hire as CEO?Does “this” help us meet our purpose?What partnerships should we build?We didn’t expect this what do we do now?Government funding has changed how do we survive?Ooops – we stuffed up. How do we respond?

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michelhogan.com @michelhogan