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To help CEO’s elevate their companies to brand status, try a coaching rather than consulting approach.
What stops a brand from happening?
Sherpa’s CEO and brand strategist Gary Hendrickse believes it’s often the CEO.

Do CEO’s feel it?
Some do. But not enough.
As a CEO, if you’re not the driver of your brand you’re missing an opportunity to take your company to a place that precious few will ever go. You’re also robbing your employees (and yourself) of the most exciting passage of their careers....

When sales teams fall.
In the Crimean War, British light cavalry led a fatal assault on the Russians and Turks. The result was fairly predictable as they charged against an artillery battery and a well-organised fire line.
Overlooking what became known as The Valley of Death, the British and French Generals sipped tea and champagne from their ringside seats, watching the mayhem unfold. What led to this courageous tragedy had more to do with miscommunication than anything...

1. CRAFT A BRAND STRATEGY
You need to create a blue print based on how you want customers to experience your company, forming your brand. Forget the normal stuff like such as integrity, reliability, competitive pricing, quality product etc. Well, don’t forget it entirely but...