Branding is ultimately the CEO's responsibility and #1 priority. The brand dictates a company's costs of sales, capital, and media. The goal of branding is to be unique, to stand out from the white-noise of me-too competition. Most CEOs allow their companies to copy or resemble their competitors. If people don't "get" your company's brand -- its value proposition -- within 15 seconds, they'll resist purchasing from, investing in, and writing about your company. Or, they'll ignore your company altogether. Hence, the title of this guide: Be Unique or Be Ignored.
About the Author
Marc Rudov, author of "Brand Is Destiny: The Ultimate Bottom Line," is a branding advisor to CEOs. He's headed marketing organizations in both large and small companies. Rudov is known worldwide for creating and articulating unique, concise messaging - through his writing, consulting, speaking, and media appearances - that audiences react to, remember, and repeat. Mr. Rudov rails against industry, product, and technology jargon, and teaches his clients (most of whom are jargon junkies)-from various industries-to escape their comfort zones to brand in customer language. Moreover, Rudov insists the root of marketing (and branding) failure is rife misuse of the word market, which means customers, not products. Rudov earned his engineering degree from the University of Pittsburgh and his MBA from Boston University. Marc Rudov is available for radio & TV appearances, debates, speaking engagements, and, of course, new clients. Find him at MarcRudov.com.