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Branding is ultimately the CEO's responsibility. Too many CEOs allow their companies to copy and resemble their competitors; the goal is to be unique, to stand out from the white noise of me-too competition. The brand dictates a company's costs of sales, capital, and media. If people don't "get" your brand-your 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.
|Product dimensions:||6.00(w) x 9.00(h) x 0.38(d)|
About the Author
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.