by Marc H. Rudov | January 1, 2016 | Article
Every day, one can hear someone exclaim: I put my photos in the cloud. What cloud? Where is it? What is it? This common utterance proves that technology CEOs dismiss branding and, consequently, have genericized their products and companies. Cloud is the new Kleenex....
by Marc H. Rudov | December 29, 2014 | Article
Twenty-eight years after his death, Andy Warhol’s brand remains strong. On a par with Picasso, his paintings still fetch historically high prices. The Andy Warhol Museum, in his native Pittsburgh, Pennsylvania, is the largest museum in the US devoted to one...
by Marc H. Rudov | September 7, 2014 | Article
The CEO of a fledgling tech startup approached me for branding help. “What is your biggest problem?” I asked. “We’re a hammer in search of a nail,” he replied. Translation: We’re a hazy solution in search of a yet-to-be-determined...
by Marc H. Rudov | July 28, 2014 | Article
When people want to communicate only to a small circle — for secrecy, exclusivity, snobbery, or brevity — they use code. In the business world, this code is called jargon. Knowing and speaking jargon confers special insider status to its users, so they...
by Marc H. Rudov | May 1, 2014 | Article
The only way a CEO can make his company unique is to enact and enforce new branding rules. And, every member of the branding team — internal marketing department, all customer-facing employees, external PR firm, and external ad agency — must follow them....
