Be Unique or Be Ignored: The CEO's Guide to Branding (英語) ペーパーバック – 2013/11/11
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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.
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.
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Marc takes the idea of branding and turns it into a brilliant and creative exercise. Using several tried and true methods, Marc takes the reader through a series of steps to help create the story behind your brand and then put it out to the people. The author creates something to help you create a brand that will stand out and that people will remember.
This book is nothing short of a powerful tool for anyone trying to create a brand for anything without the funds to buy a marketing campaign from one of the big advertising agencies.
AGV Sports Group
of branding and proper execution. I highly recommend Be Unique or Be Ignored to every CEO, senior executive, and entrepreneur.