by Marc H. Rudov | February 17, 2020 | Article
A brand is an intangible, emotional connection between vendor and customers — not a product, a company, a name, or a logo. Successful companies, by definition, are adept at branding — regardless of industry, size, age, era, customer type, or geography....
by Marc H. Rudov | August 23, 2018 | Article
Nothing negatively pressures a company’s prices and profits like the marketplace relegating it to commodity status. A commodity is a raw material or finished product that customers deem indistinguishable from like materials and products, regardless of source....
by Marc H. Rudov | July 5, 2016 | Article
Apple is in danger of decline. It’s ivory toroid, the under-construction future headquarters, is proof. When companies become inwardly focused, they unwittingly convert their windows of opportunity to mirrors of hubris — and cripple their branding...
by Marc H. Rudov | May 3, 2016 | Article
At Macworld in 2007, Steve Jobs announced to his fans that, with the introduction of Apple TV and the iPhone, Apple Computer officially had become Apple. Diversifying the product portfolio was the public rationale for shortening the company name. Reality: Jobs had...
by Marc H. Rudov | April 25, 2016 | Article
Passengers on the Titanic most certainly felt that their captain was running a tight ship. Everything around them likely seemed tidy and orderly. Imagine the gleaming gears, shiny pistons, and well-trained men stoking the boilers in its state-of-the art engine room. A...
