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Jonathan (Bilal) A.J. Wilson Senior Lecturer & Course Leader, University of Greenwich, London UK Editor: Journal of Islamic Marketing, The quest for Emerald Group Publishing. Transformational Leadership and Brand Singularity Whether that transformational leader is a person, brand, organization, or nation – I argue that the same blueprint applies to all. A further challenge occurs when trying to widen the net in order to galvanize several streams of leadership and innovation to achieve collective singularity. This article contains some of my musings.

082 // mar 2014 // the-marketeers.com In everyday conversations, the terms assertiveness, and diplomacy - in the hope Willing to let go... Manager and Leader seem to be used that it will take seed in others. You don’t Transformational leadership means a interchangeably. Also, over the past thirty have to be the best, but people have to movement away from measuring ‘like for years or so the term Transformational buy into you and feel that you make them like’ and putting a value on ‘what You like has crept into our vocabulary as a better. for what I like’. Managers are supposed concept, which is moving thinking away These for me are the hallmark of a to be administrators able to accomplish from economic transactions – towards Transformational Leader: A cultural pre-defined goals and objectives, utilizing collaborative and emotional transactions architect, engineer and manager… the resources available; but some of my that bring change. So what do these terms Unflappable when others lose it… research finds that managers need to be mean? with a mind and wits like Quicksilver... more than just managers, they need to be Managers achieve their goals through emotional intelligence, magnetism, rhythm, leaders too. administrating, coordinating and balance, poise and intuition to rival a jazz We often talk about businesses having engineering the effective use of resources - musician, a football striker, and a stand up decision makers who make choices and that includes people. They count value comedian… and judgment calls. Choices involve and make it easy for others to complete There’s a saying: the nail that sticks comparisons and selections from a number tasks. out furthest gets hammered down first. of available alternatives. In contrast, Leaders create value, giving people a Leaders need to be that nail… Willing to judgments are inferential cognitive confidence a boost and the green light, put their necks on the line for others... processes, where tasks are compared and which will inspire and motivate them to go Willing to give things another go, even if matched, attributable to some form of above and beyond what is expected. it’s been done before and all else seems scale. Here, individuals and groups draw Transformational leaders take their to fail... Willing to tread unmarked land, to conclusions about unknown quantities power and influence even further. They pull create a soon to be well-trodden path... or qualities, based upon the information people with them and nurture a culture Willing to bring people together... Willing available. where future leaders and managers are to learn enough about the world around However, often little is done to made. them and to keep learning... Willing to distinguish between judgments and In an ideal world we’d like to be all embrace change… Willing to focus on choices, with the two terms being used three of these when the call arises - but the details that others put to one side… interchangeably. Choices are the norm, only a few of us have what it takes. All of Willing to focus on the bigger picture but the ability to make judgments on them mean being a people person: treading when others can’t see past the details… the unknown successfully is a powerful a fine line where you’re transferring Willing to surround themselves with attribute. So managers’ focus is on what a blend of your own vision, values, those wiser and more talented than happened before and what is happening passion, pragmatism, genius, intuition, them… Willing to hand power to others, now. Whilst leaders too have their eyes sooner rather than later, so that they can trained on the same things, they also continue on their journey… Willing to have a third eye looking at things that are recognize and admit their currently out of reach, or territories yet limitations… to be seen. Transformational leaders are visionaries and futurists able to motivate others, galvanising them around their vision. Now, with such transformational individuals the challenge will always be whether they can fit into the structure of an organisation and maintain an alignment with the corporation’s goals and vision. I often find myself looking at sport for evidence and clues. Recently, when we look at football it’s clear that Sir Alex Fergusson was a transformational manager and leader at Manchester United. Not only were they able to win, but he was also able to produce players who have gone on to become managers in their own right. Also, when we compare the performance of the current team this season compared to last, we can see the significance of his contributions. United won the English Premier League last season, with reigning champions Manchester City 16 points behind with only 15 left to play for. As I write this piece, United are currently in 7th place and 15

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points behind the leaders, which perhaps to by pundits as the only manager in “Those are air bubbles,” he snapped. “That shows that their current manager David world football who just about guarantees means there’s space in there. Make it Moyes is just that – a manager, but not yet trophies. He is the fastest manager to reach smaller.” a leader and certainly not transformational. 100 Premier League victories, and he has a Now this isn’t me encouraging you Perhaps now he also regrets replacing Sir nine year unbeaten home league run across to go around shouting at people, but I Alex’s backroom staff so quickly with his four teams. Now he’s also a good friend do think that being able to harness your own, despite being advised by Sir Alex not of Fergie, who hand-picked his successor; passion, and finding a way to shake and to. Gone are the days when ‘Fergie’ time and Mourinho made it about as obvious as make people share that passion of yours is meant a never say die attitude, and it would you can publicly that he would have joined important. The stakes are high when trying appear that time would stand until United United - but the offer was never made. to aim for transformational status. If you’re scored an equaliser or winner late into So, looking at Sir Alex Ferguson, José successful and others are too, then you extra time. Mourinho, and let’s throw in the late Steve are transformational. If you fail, then you’re Similarly, many would have thought Jobs, co-founder of Apple; we can see that Manchester City replacing Roberto patterns emerge that show a slightly Mancini, with Manuel Pellegrini was a darker side. Yes they are intensely strange move. Mancini took them to the competitive, driven, and successful top of the Premiership in 2012, equalling transformational figures; but there is United on points, but beating them on goal also a fiery, ruthless side to them all difference in injury time of their last game. that boils over and made them hard For once, it seemed that Fergie timing was to work with. Fergie is famous for trumped. Whilst the season is still young, his heated words to players in the Pellegrini has brought an added dimension dressing room that became known as to the team’s attacking flair, which is the ‘hairdryer treatment’. striking fear into the hearts of opposition. Likewise, there are numerous City are the fastest team ever in Premier stories recounting Job’s own brand League history to reach 100 goals in a of hairdryer moments. Engineers season. explained to him that they had to If we look at another transformational reinvent inventing to create the iPod football figure in José Mourinho, currently and that it was simply impossible to back at Chelsea for a second spell after make it any smaller. Jobs walked over having put previous disagreements to one to a fish tank and dropped the iPod side, we can a see a character who people into it. When it touched bottom, love or hate - but he’s been referred bubbles began to float to the top.

084 // mar 2014 // the-marketeers.com hated. However, there is a real danger that be remembered? You need to build a legacy, message. Employer branding lets people be in trying to be a good manager or leader and that takes time. Seek the company of who they want to be, rather than drones people play it too safe, or follow formulae those people and experiences in which you who chant the mantra of the corporate that strip them of their unique human see value – the more diverse the better. brand. Ideally, these help people on a path spirit. For example think about how was possible of creating personal brands that support Transformational leaders seem to be able for a manager like Sir Alex Ferguson to the main brand messages. If you have to preserve that care-free spirit, optimism put together a football team time and time real people who talk about real things of and selfishness that many of us once had again, where 16 and 36 year olds from relevance at the right time – then it keeps when we were little children. Children are so many different cultures could work the brand real. a great inspiration for showing us how you together, with essentially the same job title Once you have built this foundation, can try, cry and then pick yourself up again and win? bottom up, then you can start to humanize – putting things behind you, making friends Branding and storytelling have to the corporate, product and service brands again, and learning fast. The little things in support these activities too; by helping to in your portfolio. If there is synergy and the life matter to children - they fascinate and communicate a collective understanding and message is compelling and strong enough, make them happy. meaning that is easy to transmit. The brand then people will join the dots and draw in Finally, here are some suggestions about and mission are the flag, map and compass. greater positive associations with seemingly how we can all improve: You have to go on the journey and share unconnected wider practices, for great Individual skills and a knowledge of self the experience - then the flag and map gain effect. Think about the richness of folklore is vital. Being well-travelled, multi-cultured, meaning, significance and value. and mythology that are now associated well read in the arts and sciences, and But whilst branding is key, who does with the strongest global brands, which have having a diverse and deep network of the branding for you? If you’re driving a become cultural artefacts in their own right. contacts helps. Collectively they should personal brand agenda then that weakens So, whatever level you’re at now, think yield and celebrate your own brand of your leadership. Others have to be doing about taking a journey down that path a rich, credible, authentic and inimitable the brand building for you, of their own of transforming your environment and identity and personality. volition. You’re looking for brand singularity, inspiring others to join you; and like a child, Get neo-spiritual – there needs to be where you stand as one and it’s you that whether your successful or not, enjoy the a higher purpose linked to your actions. lights the touch paper. experience for what it is in the short term, What drives you and how do you want to Corporate branding is the central and you’re sure to grow.

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