Turning brands around – part ii – Level 5 Leader of Branding
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Last week’s topic was turning brands around and the factors that are affecting the task of turning brands around in the given economic turmoil. Among the factors discussed, the importance of confronting brutal facts and creating a culture of discipline was highlighted. Among the factors that were not discussed; Level 5 leadership and the technology accelerator are important elements. More than the technology accelerator, I would like to highlight the importance of having a level 5 leader in the task of turning a brand around. Being a mere brand manager won’t make you a Level-5 leader to make a brand turnaround. It needs tremendous patients, many sleepless nights, and continuous effort as it can demand a great deal of time. However, it’s crucial to see the path one has to take for one to be a level-5 leader.
Level 1 – Highly Capable Individual – Joining as an intern may be or as an executive, probably in the field of marketing, sales, brands, or even supply chain would open up your eyes and ears to the world of branding. You will be qualified academically and maybe a creative individual with basic management competencies at this point.
Level 2 – Contributing Team Member – after completing a successful tenure as an executive or an intern, you begin the journey of brand marketing at the level of an assistant manager or a senior executive taking the responsibilities of branding into your hand. You will act competently with others and will go out of your way to protect your brand and serve your brand. Though you are still at the bottom of the hierarchy, your instincts may pave the way to go for bigger targets. Your presence is felt in the team at this stage.
Level 3- Competent Manager – by now you are a brand manager and are responsible for a brand and its P&L. You have a budget of your own to spend and you have a target to achieve in terms of your top line and the bottom line. You manage many extended teams internally and externally. Probably internally you get your work done with production, procurement, finance, IT, HR and even RnD. Externally you would rely on; creative partners, research partners, social media marketing partners, media buyers, activation agencies, event partners, strategic partners, distributors, suppliers etc. I wouldn’t call them agencies as they are more than mere agencies and they actually are your partners in progress.
Level 4 – Effective Leader – by now you are a category head, general manager in marketing or even could be a CMO. You have achieved results through your hard work in your career and probably that’s the reason why you are chosen as a leader. You have an important role to play in the management team of the organization you belong to. Other divisional heads look up to you in daily matters and are relying on your expertise for most of matters. You are now in a position to set direction to many parties and above all, your team is the biggest strength. You now may have to shoulder certain strategic issues of the organization. You may also be enjoying the recognition that you get from the fraternity and the external parties.
Level 5 Leader – by now, you have come far from merely being a head of marketing or general manager of marketing, or Chief Marketing officer who lives on fame. You have a vision for the organization and you may want to take the brand to greater heights. Despite the “corporate-will” you have, you may also be exhibiting humanity towards the people you deal with. People now respect you for shouldering bigger tasks and they look up to you when they need direction. By now your desire and eagerness to achieve results for the organization is on par with your hunger in making the lives of your teams better. You know how to strike the right balance between the achievement of corporate objectives without damaging the relationship with your employees. You have such power that people would trust you to go up to any extent as they know your true intentions.
Therefore, turning brands around would mean much more than mere handling of a business. It could be more entrepreneurial, much immersed in the process as an internal stakeholder, taking many perspectives from external stakeholders and living the brand and breathing the brand every day in and day out. It will become a part of your lifestyle. You will end up spending more time with your brand and team in an effort of a turnaround. Needless to mention that turning around a brand would require double the effort, and double the energy, and where you find that energy and how you inject the same into your team is magic. Turning a brand around is more like living a life of clergy who spends time searching for the path to heaven or nirvana. Until you achieve the status of being recognized as a turned-around brand, your flow of energy will keep flowing towards the goal achievement no matter what.
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