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When the CEO is the Brand, But Falls from Grace, What's Next?
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******************************** When the CEO is the Brand, But Falls from Grace, What's Next? http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=956 Company founders have long believed that placing their name on their company signals their willingness to stake their personal reputation and stand behind their products. That’s fine when things are going well and the company and the CEO whose name it bears are held in high regard. But what if the CEO falls from grace? What happens to a company if the CEO's name is in effect its brand — and then that name is tarnished? Marketing experts at Wharton and elsewhere say that making a celebrity out of a business owner can be a good thing, as long as certain safeguards are in place.
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