by Marc H. Rudov | October 24, 2014 | Article
Recently, a venture capitalist, who had read my book on branding for CEOs, asked my opinion of Amazon’s brand. I couldn’t fathom it. Amazon’s sell-everything-to-everyone model, I averred, is unbrandable, not to mention, unsustainable. When trying to...
by Marc H. Rudov | October 17, 2014 | Article
I read with extreme interest Fortune’s recent expose on IBM, especially its CEO, Virginia (Ginni) Rometty. As the company’s ninth chief executive, Ms. Rometty’s mission is to shake up, modernize, and streamline a behemoth. If the Ebola pandemic has...
by Marc H. Rudov | October 13, 2014 | Article
MSNBC’s brand is in the toilet. The left-leaning network is imploding, now trailing the flailing CNN. Yet, Phil Griffin, the president of MSNBC, said: “We have a good brand, a strong brand. But we’ve got to get outside Washington and open up our aperture a...
by Marc H. Rudov | October 8, 2014 | Article
If you respond with a “SIC” answer to the question, What does your company do? your brand is SIC. SIC is a government-standardized system for generically classifying companies by industry codes. Researchers use SIC codes to analyze industry...
by Marc H. Rudov | September 30, 2014 | Article
I recently watched the webinar (online seminar) of a Silicon Valley tech company and wasn’t disappointed: it was predictably awful. For 21 minutes, prior to the product demo, the rapid-firing host force-fed his online audience with product features, big-name...
