PR Notebook

Leaders of the (CEO) Pack...It's a list worth noting for PR execs who have access to the inner sanctum. Or better yet, PR managers striving for a permanent "seat at the
table." The list of 25 CEOs who are brand leaders, featured in the November 2004 issue of Chief Executive, was compiled in concert with New York-based consulting frim
Lippincott Mercer. To build the list Lipponcott Mercer identified nine potential characteristics for a visionary brand leader: customer experience, foresight and
innovation, brand investment, brand value, brand image management, measuring and monitoring, marketplace vitality, design, and organizational stature. Next, a "short list" was
compiled of 77 companies that have earned worldwide recognition for a relevant dimension, such as being a "most admired company."

One thing all of the CEO have in common is that their "brands are not just built on communications but the experience of the brand," says Lynne O'Connor, a partner at
Lippincott Mercer. "Think about [Apple Computer CEO] Steve Jobs and the emotional connection he has to his brand." So, when thinking about communications strategies PR execs not
only have to make sure they align the brand with the core message but also the 'DNA' of the brand, O'Connor says. For space consideration, we're running just the top 10 brand
leaders...Contact: Katie Wharton, 212.521.0089, katie.wharton@lm.mmc.com.