'He was truly the face, and hair, of the brand.' CEO John Legere loomed large for T-Mobile.
By Nat Ives Nov. 18, 2019 5:23 pm ET John Legere’s absence from T-Mobile US Inc. after he steps down as chief executive officer next year will be noticed, not least because he has made himself so noticeable.
Plenty of corporate bosses have entwined themselves with their companies’ brands, from Chrysler CEO Lee Iacocca to Victor Kiam, who bragged in TV commercials that he liked Remington products so much that he bought the company. Mr. Legere just put a modern, social-media stamp on the approach. But at a 2013 event to promote a deal between T-Mobile and Major League Baseball, not long after T-Mobile parent Deutsche Telekom AG named him CEO of T-Mobile’s U.S. operations, he uncorked on the way the wireless business treats its customers.
“He had a very distinct impact on their culture and their external brand image,” said Susan Cantor, CEO of Sterling Brands, a strategic branding and design firm. “He gave them a brash style, an irreverent tone, and I think most importantly he really imbued the organization with a challenger mind-set.”
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