1. Jon Wilson The Intersection Between Transformational Leadership, Corporate Communications And Cultural Branding – Closing The Delta j.a.j.wilson@gre.ac.uk

2. Background Research Expert Delphi study of international brand managers and academics over 16 months. An iterative process - where over several rounds of questioning, participants were guided towards arriving at a consensus. Nearly 400 years of collective experience 185 brands worked on Multi lingual, ethnic and cultural

3. Over the past 30 years or so the term has emerged as a concept: moving thinking away from transactions, towards transforming. Here: Leadership is judged by influence, with the aim of elevating morale & motivation. Transformational Leadership

4. Still debates continue around whether Leaders are born or made? But, beyond these lofty ideas: how can Transformational Leadership be engineered?

5. The Corporate Brand Universe The Delta: Space, Time & Context

6. Leading to: Culture-centrism (Global and local duality) & Surrogacy Emergent influencing Phenomena

7. Surrogacy What is Surrogacy ? Literally: It is the adoption process where a mother and/or father takes ownership and responsibility of a child – like their own blood Or the grafting of two plants together And that the concept: Applies to brands Applies to their consumers & staff Is the consumption of culture, which creates social networks & communities Offers a means to generate social capital Seeks the humanisation of brands, and Is a ratification of authentic and credible cultural-centric brand successes

8. So what I am advocating today is for Culture- centric Leadership: we should either adopt, or allow ourselves to be adopted – and use branding to achieve this

9. Not a linear progression Concentric cultural cycles balancing: Orthodoxy & Heterodoxy Heritage & Modernity Governed by Control linked with diffused Power & Reciprocity Friendly Humanoid communicating objects – as: Anchors, Nodes and Artefacts Key Findings suggest that the phenomenon is full of patterns, open to interpretation, which are:

10. Branding, Culture & Leadership The Crossroads:

11. Step 1: Create

12. Step 2: Map

13. Step 3: Position

14. The Journey… New methods of: Stakeholder & Transactional Analysis Avatars, Artefacts & Humanoids Thank You (^_^)b j.a.j.wilson@gre.ac.uk