Cover Brand: In The Messy Middle

When do you build a house of brands, and when do you keep everything under one roof? In this episode, Bob Jordan, the longest-running name in interim and fractional executive leadership, brings Ethan Decker his own brand architecture puzzles to solve live. From the unintended consequences of launching a separate site for his book, to the decision of whether InterimCIO and InterimCEO deserve their own standalone brands or should function as landing pages pointing back to InterimExecs, this episode is a working masterclass in brand architecture for anyone managing more than one offering under a growing company. Bob also shares the FABS leadership framework from his book Right Leader, Right Time, and the multivariate research effort behind proving it holds up. Ideal for founders, brand strategists, and anyone staring down a "should this be its own website" decision.

Main Topics: ● House of brands vs. single-brand strategy, using Coca-Cola as the working example ● Why splitting a book brand off from the core business can quietly cost you SEO ● Deciding when a new offering is distinct enough to earn its own brand ● Landing pages vs. standalone sites: how to handle domains like InterimCIO and InterimCEO ● Building "sibling" brands that borrow equity without diluting it ● The FABS leadership typology — Fixer, Artist, Builder, Strategist ● Using statistical research to validate a leadership framework ● Lessons from writing (and maybe rewriting) a business book

Additional Resources:

Right Leader, Right Time – Bob Jordan's book on leadership styles

InterimExecs.com – Bob's company site

RightLeader.com – The leadership assessment site discussed in the episode

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