We know that superbrands have three common traits – clarity of vision, consistency in what they do and finally leadership. Take a moment now to consider what leadership is and to do this think of the following:
Which global organisation do you consider to be a leader?
Who did you think of? Why them? In what way(s) do they lead? Ask others the same thing and see if they come out with the same things?
I would guess that with such a simply question you get many different answers. There’s no surprise there, but did you argue with anyone? Did anyone come up with an organisation in the same business area that was different from yours? Can they both be leaders in the same field?
