Building the Brand – The Role of the CEO

Michael Watras and Ken Banta have collaborated on major brand building projects — Ken as a senior executive, and Michael as leader of the strategic branding consultancy Straightline International.

Ken founded and leads The Vanguard Group for Leadership, which works directly with CEOs and develops senior executives through Vanguard Forums. In advance of the next Forum for Healthcare Leaders on November 28 and 29 in New York City, where Michael will be on the faculty, they discussed the critical role of leadership in building the company brand and transforming organizations.

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