For Faculty

Teaching Brand Governance as a Leadership Discipline

Most business schools do an excellent job teaching branding as a marketing discipline. Brand Governance was written to complement that perspective by examining brand as an enterprise leadership responsibility—one that extends beyond marketing to strategy, governance, culture, and executive decision-making.

Courses where the book may be appropriate

  • Corporate Strategy

  • Leadership

  • Corporate Governance

  • Executive MBA

  • Executive Leadership

  • Organizational Culture

  • Change Management

  • M&A Integration

Learning Objectives

Upon completing Brand Governance, students should be able to:

  • Distinguish between brand management and brand governance, and explain why they are related but fundamentally different disciplines.

  • Evaluate brand as an enterprise asset shaped by leadership decisions rather than solely by marketing communications.

  • Recognize how strategic, operational, financial, cultural, and customer-facing decisions collectively strengthen or weaken an organization’s covenant with its stakeholders.

  • Analyze organizational successes and failures through the lens of alignment, governance, and long-term enterprise value.

  • Assess the role of executive leadership in establishing the standards, decision rights, and accountability required to sustain a coherent brand over time.

  • Apply the principles of brand governance to real-world organizations, identifying opportunities to improve alignment between leadership decisions, organizational behavior, and stakeholder expectations.

Complimentary Examination Copy

I’d be pleased to provide qualified instructors with a complimentary examination copy for course evaluation.

Faculty Teaching Guide Copy

A complimentary Faculty Teaching Guide is available to instructors considering Brand Governance for classroom use. Designed to complement—not prescribe—your curriculum, the guide includes learning objectives, chapter summaries, discussion questions, classroom exercises, suggested assignments, and ideas for incorporating the book into courses in leadership, strategy, governance, and executive education. Contents include:

  • Learning objectives

  • Discussion questions

  • Suggested assignments

  • Classroom exercises

  • Chapter summaries

Guest Lectures

I am available for virtual classroom visits and guest lectures for instructors using Brand Governance in their courses.

Request Materials