How a CEO can make or break a brand

Australian airline Qantas is in trouble and the public image of its CEO, Alan Joyce, isn’t helping. Here are four questions that can help explain why.

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1. Good sense (phronesis) 2. Good moral character (arête) 3. Good will towards the audience (eunoia)

I think there’s a fourth item: a good reputation. We can use these four ideas to understand why Alan Joyce is unpopular and negatively affecting the Qantas brand. His interview with the Australian Broadcasting Corporation’s “7:30” was the latest in a long line of interviews where he came across as defensive and cold. Watch the video below and think about the following four questions:

1. What was his reputation before the interview? 2. Does he make a good argument? 3. Does he communicate leadership and passion? 4. Does he do a good job of acknowledging the feelings of the listener?

Let’s deal with the questions one at a time. 1. What was his reputation before the interview? To understand why Alan Joyce is suffering from poor credibility and authority, here’s a quick background:

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