In this episode of Executive Edge, Simon sits down with Professor Americus Reed II, the Whitney M. Young Jr. Professor of Marketing at the Wharton School, University of Pennsylvania, to explore the deep connections between psychology, branding, and leadership. Americus shares his journey from early questions of identity to becoming a leading voice on brand equity and identity loyalty. Together, they unpack the power of personal and corporate branding, the importance of self-awareness for leaders, and the role of data in driving meaningful insights. From Elon Musk’s missteps to the hidden influence of executive presence in supply chains, this conversation is packed with lessons for leaders who want to shape not only their company’s brand but also their own. Listeners will walk away with practical insights on building authentic personal brands, leading with empathy, and understanding how identity shapes decision-making in business and beyond. Key Section Summary (Time Stamp): Americus Reed’s Early Fascination with Identity (04:01) Brand as an Asset Beyond Advertising (09:18) Personal Branding for Executives and Leadership Impact (12:29) The Risks of Ignoring Personal Brand: Lessons from Elon Musk (17:13) Self-Awareness, Generational Shifts, and Leadership Adaptation (18:31) Data, Insight, and the Scientific Approach to Decision-Making (23:14) Finding Meaning and Purpose in Leadership (30:45)                                            Future Research on Workplace Identity and Youth Engagement (43:14)