2. Management and Excellence
Guru Tom Peters writes about
A Brand Called You in Fast
Company Magazine. The year
was 1997.
Like any brand, you are
making a promise to your
stakeholders.
You are selling.
3.
4. Does your leadership brand
represent and the firm well?
Little different than a product or
service brand, organizations
become know for the kind of
leadership they display over
time.
The leadership performance of
any firm is a promise to
stakeholders.
5.
6. 1. Begin with the fundamentals
2. Connect executive ability to
your desired reputation
3. Assess leaders against your
leadership brand
4. Let customers and investors
teach
5. Track the long term success of
your leadership brand
10. “…regularly assess their
actions and accomplishments
from an external point of
view. Invcite key customers,
investors, and community
leaders to periodically
evaluate your leaders through
surveys, interviews, and focus
groups.”
- HBR article, 2007
11. Invite customers and
investors to periodically
have a role in management
development
Give your leaders the
occasional customer-
orientation experience
Experience can be a
powerful influence
12. Think back to the 5th box of
the Strategy Cascade
What metrics will you use?
Measure corporate
reputation and include a
leadership dimension
Focus groups and surveys
If appropriate, links to
financial ratios or
performance
13.
14.
15.
16. Michael serves as the Academic Director
of SMU’s Executive Development office
where he delivers courses on leadership,
implementation, change management,
strategy and digital media.
Michael currently serves as the faculty
programme director for SMU’s Aligning
to Win: Excellence in Strategic
Implementation and Change
Management programme and also the
EXCELerator Leadership Programme.
Previously, he was faculty director of the
Wharton-SMU Strategic Leadership and
Change Management Program.
Michael has held visiting faculty
appointments at the Helsinki School of
Economics, Bled School of Management
in Slovenia, and Chua University in
Japan. He has also led study missions
to Germany and Argentina.
In 2010 he was named a Fellow to the
Society for New Communications
Research. In 2011 he received the
Champion’s Award from the Central and
Eastern European Management
Association for innovative course design
and delivery.
An enthusiastic classroom facilitator,
Michael has completed the participant-
centered learning program at Harvard
Business School and also founded
SMU’s teaching excellence initiative. He
has written numerous business case
studies and published four books
discussing effective business
communication.
Since 2000, Michael has also served as
a qualified neutral and mediated
numerous disputes for small businesses
and communities. He remains
registered with the Supreme Court of the
State of Minnesota as a court-appointed
mediator.
Michael’s executive clients have
included Unilever, IBM, Intercontinental
Hotel Group, Singapore Airlines, TCS,
BNP Paribas, UOB, Koram Bank (South
Korea), Singtel, Singhealth, and
CARE.org.
Academic Director,SMU ExD
Ph.D., University of Minnesota
Michael Netzley
Michael Netzley, PhD
