When facing an unexpected external crisis, leaders of organizations and companies are supposed to make transformational changes, seeking other possible development models to overcome those resistances. In particular, the outbreak of Covid-19 has threatened many corporations' survival, which is of necessity for those leaders to find practical ways to go through the grinding period. In the existing theories, cooperating with others, gaining support and trust from policymakers, and taking on the ability to utilize foresight are common strategies to deal with external drags. In this research, a supplement will be added to the theories above, which is leaders may proactively create a branding effect to overcome external resistance. The research method is processed tracking in the case study, and David Stern will be used as an example of transformational leaders to illustrate the whole theory. The passage will first begin with the introduction of the basis of the research, including the research background, framework, and significance. Then it will go to the theoretical review and have a detailed description of the research question. The following paragraphs will mainly focus on the case analysis and explorations of the inner logic. In the final part comes a conclusion of the whole research, consisting of the results and the shortage of the research. This passage will inspire leaders when they get stuck in an unexpected crisis and offer them suggestions on how to take advantage of the branding affect and put their products on a higher platform.