Executive Leaders Need to Solidify the Brand Values They Want to Share

And agencies have to look beyond vanity metrics to land new business

A man sits at his desk in a suit; behind him is a public address system to communicate with the rest of the employees around the office
It's all about connecting with your target audience. Getty Images

Agencies are under constant pressure to distinguish themselves from the competition in an increasingly crowded marketplace. The new secret weapon for agency executives to land new business and keep current clients engaged and loyal is executive branding that goes beyond vanity metrics and follower counts. A recent survey by Edelman and LinkedIn revealed that 55 percent of business decision-makers use thought leadership content to vet prospective partners while 61 percent said they’d pay a premium to work with organizations that articulate a clear vision through thought leadership.

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@scottgerber Scott Gerber is CEO of The Community Company.