CEO branding: a new trend in corporate communication

What happened: McDonald's CEO Chris Kempczinski recently stepped into the limelight, appearing in a video tasting the chain's new "Big Arch burger". In a departure from traditional corporate communication, he adopted a casual tone, referring to himself as "Chris K". Later, he addressed criticism of his initial taste test mannerisms by releasing another video, attributing his previousawkwardness to his mother's etiquette training. Meanwhile, B Lab, the organization behind B Corp certification, raised standards, potentially putting dozens of certified companies at risk of losing their status.

Market impact: This narrative highlights a shift in CEO branding, with corporate leaders increasingly becoming public faces of their companies. This trend could impact consumer-facing sectors like food and beverage, as CEOs' personal appeal and image may influence brand perception and sales. For B Corps, the raised standards could lead to a reshuffling in the ethical certification landscape, affecting companies' reputations and potentially driving demand for more rigorous sustainability practices.

What to watch next: Investors should monitor McDonald's upcoming earnings (Q2 2023, expected July 25) to gauge consumer response to Kempczinski's new public persona. Additionally, watch for B Lab's announcements regarding companies that may lose or retain their B Corp status following the standards overhaul, as this will provide clarity on the future of ethical corporate certification. Lastly, track consumer sentiment surveys to assess if the CEO branding trend influences purchasing decisions.