This week I spent a few hours with a highly successful CEO discussing his brand identity questions and concerns. “What do the most successful brand initiatives have in common?” he asked. I shared an observation with him based on many years of having similar conversations and being involved in successful (and not so successful) branding programs.There are a lot of reasons to embark on a major corporate branding program, but from the point of view of a CEO, most of them are simply not compelling. .