Brand Ownership. Are You In?

During a client meeting, the CEO of a non-profit poses a question to his leadership team about a new venture launching this week.  “Who owns this?” he asks looking around the table.

It’s a trick question, really.  The concept for the venture was birthed three years ago, and only very recently the COO was able to pull the trigger to get it going.  Obviously, the COO owns it ultimately.  His task is to be sure the right people are doing the right jobs to make the new venture succeed.  Success will be based in large part on the effective positioning of the venture’s brand.  So a new question arises: “Who owns the brand’s success?”

The recent departure of Steve Jobs as the CEO of Apple prompted investors to speculate about the future value of the iconic, wealth-producing company.  From a financial perspective, shareholders and portfolio managers are still considering how the uncoupling of Apple’s dynamic CEO will impact the company’s innovative leadership position, which has made it a sweetheart on Wall Street and a diamond brand on Main Street.

Speculation about Apple’s future needs to consider the value of its brand and its enormously powerful magnetism.  Who owns the Apple brand, anyway?  Was it Jobs’s job as CEO, or did he just play a more visible role in building Apple’s brand equity?  Sure, as a high profile CEO, Jobs conveyed well Apple’s brand attribute of brilliance.  However, does his new role as Chairman of the Board diminish his ownership of the Apple brand?  What about the Apple Genius working at the company’s local retail store?  Does he have any brand responsibility?

Brand ownership in any venture is the responsibility of all its employees.  In the case of a non-profit, it also falls on the shoulders of the volunteers and advocates.  Steve Jobs was extraordinary (another brand attribute) in shaping the identity of Apple, which has helped fuel a very high stock price for the company.  In 2000, the company shares sold for about $7.  Today the stock is valued about $382 a share.  Not a bad decade for Apple shareholders.

However, the true test of success going forward will be whether Apple’s employees worldwide really understand Apple’s brand and continue delivering on it, no matter who is at the helm.  My guess is that they will.  The magnetism of the brand surely attracted some of the best talent out there, and if that talent does not waiver in its understanding of the brand position and promise, then the brand equity for Apple will continue to increase, even if the price of its stock fluctuates in the short term.

Turnover at the top can create confusion and stall progress, especially when employees mistakenly view brand ownership as the CEO’s or someone else’s responsibility.  However, if Apple’s brand position is well understood and embraced with ownership by its employees, the departure of Steve Jobs and the arrival of Tim Cook can be seamless to customers, shareholders and every stakeholder that views the Apple brand image favorably.

So, who owns the brand with your venture?  Can I see a show of hands?