在互联网经济时代,所有的公司都是互联网公司、所有的企业都是媒体,而CEO无疑是这家互联网公司的“名片”、是这家特殊媒体的“执行主编”。CEO是链接企业内部与外界的唯一纽带。究其根本,企业其实是一个品牌化组织。德鲁克说,管理就是对组织的资产负责。在品牌化组织中,品牌就是组织的核心资产,因此,对品牌的管理,就是企业领导人的核心业务。CEO在品牌管理上需要扮演这样的角色——信仰的传播者,使命的驱动者,品牌的创意者,战略的 In the era of Internet economy, all companies are Internet companies, and all companies are media. The CEO is undoubtedly the “business card” of this Internet company and is the “executive editor” of this special media. The CEO is the only link between the internal and external companies. Basically, the company is actually a brand organization. Drucker said that management is responsible for the assets of the organization. In the branded organization, the brand is the core asset of the organization. Therefore, the management of the brand is the core business leader. The CEO needs to play such a role in brand management - the communicator of faith, the driver of the mission, the creator of the brand, the strategic