Just because you're the head of the company doesn't mean you need to become its face, experts argue. While famous bosses of the past, such as Chrysler's Lee Iacocca and Wendy's Dave Thomas, made great pitchmen for their brands, that's not something every CEO can manage, experts note, pointing to middling CEO-centric campaigns by GM, Walgreen and Sprint Nextel. Bosses that are already famous or have a folksy charm make the best faces, this article suggests.

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