Dr. Marc Fetscherin is an Associate Professor of International Business and Marketing and a Cornell Distinguished Faculty at Rollins College, Florida, USA. His expertise is in international marketing with a specialization on marketing strategy, marketing research and branding.
He asked Ascendant CEO Raoul Davis to contribute to his new book "CEO Branding: Theory and Practice" (2015).which includes some of the top experts on branding. Davis elected to write perhaps the books most practical chapter on CEO Branding: How Perception Defines Reality. Davis provides a tactical tool book on how to build a CEO brand. In contributing to the book Davis says "Dr. Fetscherin has put together the most comprehensive book on CEO branding to date. It covers it from a practical and academic perspective. Anyone interested in understanding how a CEO can impact the perception of a company should pick it up."