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A once-striking flamingo photograph sits on a work surface after numerous careful edits. Vibrant feathers, dramatic reflections, and distinctive details have been removed, muted, or reconstructed, leaving a safer but less memorable image and revealing how repeated compromises can dilute originality

Leadership

The Brand Dictator: Why strong brands need conviction, not consensus

Published October 2, 2026 in Leadership • 1 min read

A visual case presents a complex leadership challenge designed to prompt discussion and reflection without prescribing a single solution.


Explore the tension between employee inclusion and strategic clarity, asking whether the best brands are built by consensus or conviction.

A cartoon explores whether strong brands emerge from collective input or clear leadership, examining the tension between inclusion and strategic distinctiveness
extensive stakeholder involvement can produce safe but forgettable brand messaging, raising questions about clarity and differentiation
Illustration: Peter Ono

Authors

Stefan Michel

Professor of Management, Dean of Faculty and Research

Professor Stefan Michel‘s primary research interests are AI’s impact on strategy, pricing, and customer-centricity. He has written 13 books, numerous award-winning articles and ranks among the top 40 bestselling case study authors worldwide by The Case Centre. He is currently Dean of Faculty and Research at IMD. He co-directs the Breakthrough Forum for Senior Executives and is also Program Director for two IMD programs: the 10-day Breakthrough Program for Senior Executives (BPSE), guiding leaders in defining their next breakthrough; and Strategic Thinking, an 8-week online program with 1-1 coaching, helping professionals become better strategists while working on a concrete strategic initiative for their organizations.

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