'Brand CEOs': The Case of Martha Stewart


Code : LDS0002

Year :

Industry : Home Appliances and Personal Care Products

Region : USA

Teaching Note: Not Available

Structured Assignment : Not Available

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Abstract: Martha Stewart, the businesswoman who turned the art of 'home making and keeping' into a billion dollar business called 'Martha Stewart Living Omnimedia', has been one of the most recognised 'brand CEOs' in the US. But, her conviction in a scandal in early 2004, called for rethinking of certain basic notions in the free-market economies, corporate ethics, government regulation, and more importantly, the perils and promises of personal branding.

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Pedagogical Objectives:

  • To discuss the episode of Martha Stewart
  • To discuss the benefits and challenges a company faces in the wake of a personal crisis of its brand CEO
  • To discuss the perils and promises of personal branding in comparison to corporate/organisational branding.

    Keywords : Martha Stewart, Brand CEO, ImClone, Corporate scandals in the US, Insider trading, Corporate ethics, Brands & Branding Case Study, Government regulations, Corporate celebrities, Personal branding, Charismatic corporate leaders, US businesswoman, Designing, Corporate social responsibility, Securities Exchange Commission, Martha Stewart Living Omnimedia

    Contents :
    » The ImClone Scandal: Martha, Penny Wise…?
    » CEO as a Brand

    Case Introduction >>

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