Be Unique or Be Ignored

The CEO's Guide to Branding

By: Marc H. Rudov

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Paperback | 11 November 2013

At a Glance

Paperback
166 Pages

Dimensions(cm)
22.86 x 15.24 x 0.97

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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.

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