Branding is CEO type work. Logo design isn't. Encouraging people to put all their resources into their work is awesome. "Jumping into the trenches" (oh, over the weekend!) isn't what the CEO of a multi-billion company does, it's what an arrogant, career-oriented boss who can't delegate does to compensate for his apparent lack of sufficient involvement.
Leading an agenda of technological innovation is also "CEO" type work, but would you like to do pair programming with the CEO (who hasn't worked on anything longer than a thousand lines in half a decade) on a Sunday evening?
> Hmm, let's see. In the past year, Yahoo!'s stock price is up 91.6%. That's pretty good "initial success".
That's one year. It's something well worth the "initial" mention. That's less than a fifth of the time Carly Fiorina spent at HP, and she also did a lot of important strategic moves.