Books

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

  • What a brand is, and isn’t
  • Why branding is your #1 priority and directly tied to your
    company’s revenue growth, profitability, and valuation
  • Branding is critical for industrial, technology, commercial, financial, and healthcare products
  • The difference between branding and marketing
  • Your product is neither a market nor a brand
  • Jargon is a brand-killer
  • Weak brands raise your costs of sales, capital, and media
  • Strong brands eliminate competitors
  • Branding by committee is disastrous
  • A small comfort zone weakens your brand — and bottom line
  • How to emerge a unique standout from the white noise
    of me-too competition.

 

Rudov to CEOs: What You Must Know About Branding

 

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.

 
 

 

Why You Must Act Now!

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

 
I thoroughly enjoyed and benefited from Marc Rudov’s Be Unique or Be Ignored. Marc has a gift for clarity, conciseness, punch, and wit. I’ve built and funded many companies; had I met him and his book 35 years ago, I would have saved myself many misses.

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


 

 

Paperback + eBook

 


 
 

 

eBook Available @

Apple iTunes USA & Worldwide
Blz. Netherlands
Bol.com Netherlands
eBookShop South Africa
!ndigo Canada
kalahari.com South Africa
Kindle Books Australia
Kindle Books Brazil
Kindle Books France
Kindle Books Germany
Kindle Books Italy
Kindle Books Mexico
Kindle Books Spain
Kindle Books UK
Kindle Books USA
Kobo Books Canada & USA
Kobo Books Netherlands
Nook Books USA
Rakuten Japan
Sainsbury’s UK

 


 
 

 

Paperback Available @

Adlibris Sweden
Amazon.ca Canada
Amazon.co UK
Amazon.com USA
Amazon.de Germany
Amazon.es Spain
Amazon.fr France
Amazon.it Italy
Amazon.jp Japan
Barbara’s Bookstore USA
Barnes & Noble USA
Books-A-Million USA
Book Depository UK/EU/Worldwide
Booktopia Australia
Bookworld Australia
Buchhaus Switzerland
Fishpond Australia
Fishpond Singapore
Foyles UK
Hudson Booksellers USA
Indiebound USA
Junglee India
Mondadori Italy
Orell Füssli Switzerland
Paddyfield Hong Kong
Powell’s Books USA
Vroman’s Bookstore USA

 


 

Hire Me to Sharpen Your Brand

 


 

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)

Be Unique Or Be Ignored • com

 
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