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Marc H.Rudov

Be Unique or Be Ignored: The CEO's Guide to Branding

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Branding is ultimately the CEO's responsibility and #1 priority. The brand dictates a company's costs of sales, capital, and media. The goal of branding is to be unique, to stand out from the white-noise of me-too competition. Most CEOs allow their companies to copy or resemble their competitors. If people don't “get” your company's brand — its 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.
Эта книга сейчас недоступна
146 бумажных страниц
Дата публикации оригинала
2013
Год выхода издания
2013
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Цитаты

  • Ann Catherine Dizon Perezцитирует6 лет назад
    A brand is not a jargonized, functional description of your product; it is your value proposition, your billboard, your opening statement, your barcode, your reason d’être, the jar that exposes your jam. Products and technologies change every six months, but a strong brand outlives both.
  • Ann Catherine Dizon Perezцитирует6 лет назад
    Likewise, we gravitate to a vendor that gets to “the point” quickly, succinctly, memorably: We know your problem, have a unique solution, and urge you to act now. Never do we confuse a unique vendor with its jargon-spewing, white-noise-dwelling rivals, which force us to play eenie meenie miny moe.
  • Ann Catherine Dizon Perezцитирует6 лет назад
    Branding has two components: the message and the megaphone (the branding platforms): homepage, tradeshows, CEO keynotes, radio/TV interviews, salesforce, sales training, product/corporate brochures, financial documents, industry and financial analysts, IPO roadshows, advertising, PR, joint ventures, partnering, articles, and social media.

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