Executive fear is said to be a major obstacle to optimising brand performance. Top of the fear list is losing your job, closely followed by fear of humiliation in the workplace.
Many of the UK's top 100 companies are littered with devisive political systems designed to protect executives, rather than defend and improve the value of brands. Executives are said to be concentrating much more of their time on managing their own fear, rather than building fear in the competition. Resistance to change, lack of transparency and high staff turnover are a few of the tell tale signs of executive fear.
A recent reality TV programme by entrepeneur Richard Branson entitled Rebel Billionaire challenged a group of executives to pit their wits against each other in order to win £1million prize. Unlike many similar productions such as "The Apprentice", Richard Branson designed the challenge to find the executive who was least affected by personal fear. Candidates were expected to show high business accumen, passion for their work, but most of all the ability to maintain utmost focus to the cause - whatever adversity they are beset by.
Many of today's executive decisions are made on the basis of how to allay management fears, rather than what is necessarily good for the brand - and utimately it's shareholders.