The launch of the Xiaomi Su7 car in 2024 sparked a media frenzy. Interestingly, the public discussion was not only about the car itself but also about Xiaomi’s founder, Lei Jun. Lei Jun leveraged his “super IP” personal brand to propel Xiaomi into the spotlight: not just by launching new smartphones and cars, but by personally getting involved, using speeches, short videos, social media, and even test-driving the car himself to tell the story behind the product. His persona isn’t that of a distant CEO but rather a “Chief Experience Officer” and “Number One Xiaomi Fan,” someone deeply connected to everyday life. His words, stories, and actions have become the brand’s most powerful communicators.
This phenomenon of a leader playing an exceptionally prominent role within a brand is quite common. Take Steve Jobs, for example. When he stepped onto the stage at an Apple product launch event and uttered the iconic phrase “One more thing,” it was enough to spark a revolution across the entire industry. Jobs was not only the founder and soul of Apple but also the core bridge connecting the company with the public. His speeches and product demonstrations have almost become classic case studies, studied and imitated by marketers worldwide.
Another example is Elon Musk. He is not just the CEO of Tesla but also Tesla’s “super influencer”: on Twitter, a single statement from him can cause Bitcoin prices to rise or fall, and Tesla’s stock price to plummet overnight. He uses his highly controversial personal style and unique personality to wrap cutting-edge tech companies like Tesla and SpaceX into a “Musk-style narrative,” sparking intense public curiosity and interest.
Reflection
Whether it’s Lei Jun, Steve Jobs, Elon Musk, or other leaders, they all prove a timeless truth: in today’s competitive market, a leader’s personal brand is the “amplifier” of the brand. However, leaders cannot bear all the responsibility, and their negative effects also require attention. The sustained development of a brand requires not only the cultivation of a leader’s personal charm but also hard-core products, a solid team, and sustainable innovation—these are the true core of leader brand marketing.
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