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Global Institute of Internal AuditorsBreadcrumb SeparatorNewsBreadcrumb SeparatorBlog: The CEO's Brand: A Blessing or a Curse?

Read Richard Chambers' Latest Blog
The CEO's Brand: A Blessing or a Curse?

In his blog, IIA President and CEO Richard Chambers, CIA, QIAL, CGAP, CCSA, CRMA, shares his personal reflections and insights on the internal audit profession. Here's an excerpt from his latest post:

The actions of high-profile CEOs and board chairmen can create share volatility and investor uneasiness, and the troubles of Tesla CEO Elon Musk provide a perfect example. Controversial statements and act​ions by Musk have sent Tesla's stock price on a wild roller-coaster ride.

This got me to thinking about the risks associated with high-profile company leaders. When a CEO's brand becomes one and the same with the organization, his or her actions are more likely to be magnified, scrutinized, glorified, or vilified. And that poses a new level of risk that many organizations may not be prepared to handle.

In Musk's case, a single tweet stating he was considering taking Tesla private at $420 a share — "funding secured" — sent the electric-car company's stock skyrocketing to nearly $380 a share. It subsequently plummeted when the prospective financier — the Saudi Sovereign Wealth fund — announced there was no deal in place.

Read the full InternalAuditor.org blog post from IIA President and CEO Richard Chambers.