Be Unique or Be Ignored (Paperback)

The CEO's Guide to Branding

By Marc H. Rudov

MHR Enterprises, 9780974501734, 166pp.

Publication Date: November 11, 2013



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.