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Overview

Written for CEOs and entrepreneurs, this powerful book explains how and why a brand (not a product or technology) establishes your company's purpose and direction -- and is, therefore, its destiny and ultimate bottom line.

CEOs and entrepreneurs will learn why:

Sears went from leader to loser
IBM's revenues shrank 19 quarters in a row
Apple's new spaceship HQ will kill its brand
Unions impede the success of value-based healthcare
Political correctness is a brand-killer
Beauty is not in the...

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Brand Is Destiny: The Ultimate Bottom Line

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