by Marc H. Rudov | August 6, 2009 | Article
I’ve frequently stressed, and posted on MarcRudov.com, this maxim: If the brand is murky to employees, investors, partners, customers, and suppliers, they’ll redefine it in whatever ways suit them — killing revenues, causing wars between marketing...
by Marc H. Rudov | August 5, 2009 | Article
Ft. Worth-based RadioShack announced that it will rebrand itself simply as The Shack. Lee Applebaum, the company’s chief marketing officer, called it a way of “contemporizing” perceptions of the brand: “Our customers, associates, and even the...
by Marc H. Rudov | July 19, 2009 | Article
You are driving down a country road with a friend. A few hundred feet away, on the right-hand side, is a billboard. It doesn’t grab your attention, breaking the cardinal rule of billboards. As you edge closer, still unable to make out the message, you spot a...
by Marc H. Rudov | July 15, 2009 | Article
While earning an MBA at Boston University’s Graduate School of Management, I wrote a thesis for my advanced-finance course on the value of conglomerates — huge firms, like ITT, composed of unlike businesses. My quantitative analysis proved that such...
by Marc H. Rudov | July 5, 2009 | Article
Imagine Tiger Woods announcing that, because he won the US Open in 2008 and is ranked #1, he would win again in 2009. Tiger’s too smart for that (by the way, he didn’t win in 2009). He knows that presumption — resting on his laurels — would...
