A CEO survey conducted by Identity 3.0 finds CEOs spend 34% of their time personally investing in their companies' brands on average. The survey found that 93% of chief executives identified themselves as the company's chief brand steward, and 77% of respondents placed ownership of the brand squarely with the organization and its employees.
Sound too good to be true? It probably is. This news created more questions for me than anything, so I went to Identity 3.0's site.
My main question—which companies were surveyed? Fortune 500? How big? Which industries?
I'm curious to know which CEOs believe in the brand. How do they define a chief brand steward's role?
As of this post, there is no content supporting this survey. I'd bag on them for this, but they do have a nice piece on measuring the brand. So check it out until we learn more about the CEO research.
Identity 3.0 may make me eat my words. This won't be the first time. A coworker is slowly convincing me that Google is—GASP!—more than a search engine. Baby steps.