The article posits that tariffs now symbolize more than economic tools; they exemplify a branding challenge for CEOs. Leaders like Birkenstock's Oliver Reichert and Interparfums' Philippe Benacin demonstrate proactive strategies by adjusting inventory and raising prices in anticipation of market shifts. Such actions convey a message of predictive leadership, contrasting with the detrimental effects of indecision or inaction, which can damage established brand reputations. In today's landscape, the ability to pivot quickly under pressure is a critical metric of success, reflecting a fundamental shift towards 'predictive branding.'
Reaction speed is the new leadership KPI. Today, CEOs are judged by how fast they pivot under pressure. They are evaluated by how quickly they react, not respond.
Stoic silence doesnât signal strength. It signals indecision. And that signals a lack of direction and conviction. It can erode the brand that spent years building.
Predictive CEOs donât wait for a tidal wave to hit. They build levees before the clouds even gather. Thatâs the real play. Anticipation is key.
There are some exceptions to the rules. If you know the response will create a "firefight" or keep the story alive for longer than it naturally would on its own, silence may be an option.
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