CELEBRATING AND RECOGNIZING CEOS, TOP EXECUTIVE AND SENIOR MANAGEMENT IS A GREAT OPPORTUNITY BUT IT IS VERY IMPORTANT TO ALSO SHOWCASE THEIR BRANDS. THE RELATIONSHIP BETWEEN BRANDS AND CEOS, TOP EXECUTIVE AND SENIOR MANAGEMENT IS PRECARIOUS AT BEST. WHILE HAVING THE CHIEF EXECUTIVE OF A CORPORATION AS THE CHIEF GUARDIAN AND AMBASSADOR OF THE BRAND ALLOWS A VERY HOLISTIC TREATMENT OF THE BRAND AT A VERY STRATEGIC LEVEL, IT CAN ALSO CONSTRAIN THE BRAND IN ITS INTERACTIONS WITH EXTERNAL STAKEHOLDERS.