CEO: Prevent Drifting & Crashing
Branding Advisor to CEOs
Brand Is Destiny: The Ultimate Bottom Line, published in 2017, is a sequel to Be Unique or Be Ignored: The CEO’s Guide to Branding.
This powerful book is for the CEO — regardless of industry, customer type, geography, company size, or company age. It 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.
Any CEO, the brander-in-chief, who ignores or dismisses my advice will condemn his company to a suboptimal journey of aimless drifting and eventual crashing.
To wit: Oscar Munoz, CEO of United Airlines, has crashed his low-margin, product-centric company into a mountaintop by mistreating a passenger, causing a worldwide crisis. Had he read Brand Is Destiny, this wouldn’t have happened. Repeat his mistake; your company is next.
If you’re like most CEOs, you run a product-centric company that ricochets about like a pinball, spewing a new message with every product launch.
WARNING: Your company is an entroprise (a chaotic enterprise), headed for a cliff or an iceberg.
Jack Welch, former CEO of General Electric, wisely asserted: “Control your own destiny or someone else will.”
If your company has a deficient (weak or nonexistent) brand, your competitors will control its destiny — and bottom line.
The only way to control your destiny, and bottom line, is to become a brand-centric company.
You don’t know how to do that?
Invest in Brand Is Destiny — Not later. NOW.
CEOs & Entrepreneurs Will Learn Why
• ISBN: 9780974501765 •
• ISBN: 9780974501741 •
|Barnes & Noble||USA|
|Kyobo Book||South Korea|