Be Unique or Be Ignored:
The CEO’s Guide to Branding
If you’re like most CEOs, you believe your company is unique — because it sells the “coolest” or most-patented product in the universe, and explains it to the world with hip industry jargon.
Newsflash: you’re not unique. Take an honest look at your homepage: it looks and sounds just like those of your many competitors. White noise. Generic jargon. Cloudy. Not good!
You probably believe that social media can offset a weak brand, too. Nope.
What’s the result of such big branding miscalculations? Customers, analysts, investors, and reporters will overlook, or ignore, your firm — because they don’t “get it” in 15 seconds.
Invest in Be Unique or Be Ignored: The CEO’s Guide to Branding. Now.
What You, the CEO, Will Learn From My Book
|SPECIAL NOTE: You can “lend” this book to your VP of marketing, but I wrote it specifically for you: the CEO, the brander-in-chief. Just as you must understand Sarbanes-Oxley (accounting), Six Sigma (manufacturing), and Obamacare (HR, accounting, survival), you must understand branding — otherwise, you’ll make suboptimal, perhaps detrimental, decisions.|
According to the Wall Street Journal, Steve Ballmer, Microsoft’s ex-CEO, asked Alan Mulally, ex-CEO of Ford, how he had turned around the world’s #6 auto manufacturer. Mulally’s answer: teamwork and simplifying the Ford brand.
In his book Zero to One: Notes on Startups, or How to Build the Future, Peter Thiel, cofounder of PayPal, posits: “All happy companies are different: Each one earns a monopoly by solving a unique problem. All failed companies are the same [in the white noise]: They failed to escape competition.”
Without simplicity, unique is impossible: your costs of sales, capital, and media will continue to rise. By heeding the principles in Be Unique or Be Ignored: The CEO’s Guide to Branding, you will simplify your brand.
PRAISE FOR MARC RUDOV
Peter Redford, CEO of iLook.tv and Inventor of AutoPlay, Flash, SoundBlaster, AirPlay, and the LeapPad
Marc Rudov’s book is a refreshing standout from the blur of marketing hype that passes for learning in this field. Boiled down to its essence, his book exhorts marketers to explain their brands in terms customers can: (1) understand and (2) get excited about. Easier said than done, as evidenced by website after website mired in almost incomprehensible technical jargon. Marc’s rework of the HP website is itself worth the price of the book. I found myself thinking, “Oh, that’s what HP is trying to say,” after reading Marc’s rewrite! Admittedly, Marc has some pet peeves that readers may or may not agree with, but they’re instructive nonetheless. The main message — timeless and timely — is well worth it.
Hobart Mck. Birmingham, Cofounder & Managing Director of The Perreault Birmingham Group LLC
With Be Unique or Be Ignored, Marc Rudov systematically chips away at our preconceived ideas about branding, revealing a sculpture that was always there. It takes patience and understanding to realize the obvious. My advice to CEOs: Don’t miss your opportunity to share in his insights.
– Marc LaPointe, Director of Architecture, Friedland Properties; Chairman Emeritus, Retail Design Institute (NYC)
Marc Rudov’s Be Unique or Be Ignored is a wakeup call to CEOs who either dismiss the value of branding or delegate its execution to committees. Marc takes a sledgehammer to the conventional branding approach practiced by so many organizations. His no-nonsense, practical, must-read book helps the CEO, whether from a Fortune 100 or startup, understand why branding is so critical and so misunderstood — and how to make it the #1 priority.
– John Racioppi, President & CEO of ECDS, LLC
Marc’s book is a great reminder that everything we do touches our brand. Every point of contact in the company has the opportunity to earn the “GutShare” of our clients and employees alike. Thanks for defining and articulating this, Marc!
– Alex Potts, President & CEO of Loring Ward Group Inc.
I work with a number of clients across the global spectrum, from startups to Fortune 100s. After reading Be Unique or Be Ignored, I have completely changed the way I assess companies and their abilities to achieve sales growth. Marc Rudov’s book is a must-read for any CEO who relies on net new incremental revenue for success.
– Larry Lopez, Partner at Australian Venture Consultants
Be Unique or Be Ignored: The CEO’s Guide to Branding by Marc Rudov is the best book on branding in years and a must-read for every person interested in his or her company’s success. Marc strips away the typical jargon (which he disdains) that dominates most discussions on marketing and branding and gets right to the point. If you read just one book on marketing or branding this year, this is the book.
– James C. Chapman, Securities Attorney and Partner at Bingham McCutchen, LLP
Marc Rudov’s Be Unique or Be Ignored is a must-read for the entire C-suite and for anyone in a position of leadership. Rudov debunks an array of common misconceptions about branding and gets to the essence of why brands are of paramount importance to corporate success. I highly recommend this book.
– Michael J. Burwick, VP & General Counsel, PNI Capital Partners
Marc’s book is very good. I really enjoyed it. It’s prescriptive (no handwaving) and, to my pleasant surprise, changed my mind about branding and its role. Without question, Marc makes me think differently about branding.
– Alex Osadzinski, Operating Partner of IDEA Fund Partners
There are so many books on branding. I found Marc’s book to be unique and the best I have read on the subject. It’s a must-read for any CEO looking to cut through the clutter.
– Chris Faulkner, CEO of Breitling Energy Corporation
Marc takes the idea of branding and turns it into a brilliant and creative exercise. This book is nothing short of a powerful tool for anyone trying to create a brand.
– Michael Parrotte, CEO of AGV Sports Group
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|Barnes & Noble||USA|
Be Unique or Be Ignored: The CEO’s Guide to Branding
by Marc H. Rudov
166 pages • eBook and paperback
ISBN: 9780974501758 (eBook) • ISBN: 9780974501734 (paperback)