by Marc H. Rudov | June 15, 2009 | Article
Have you ever applied for a trademark? I have — to officially register my unique brand and protect it from copycats. That’s key to emerging from, and remaining above, the white noise. I succeeded in getting my trademark, thanks to my lawyer’s skill...
by Marc H. Rudov | May 28, 2009 | Article
It always astounds me when people opine that branding is for consumer products and that industrial purchases are made with pure logic. Neither opinion is even close to accurate. So, why would anyone attempt a “cerebral” sale? Good question. But, it happens...
by Marc H. Rudov | April 8, 2009 | Article
When a product has inherent value and its leading purveyor brands it properly, customers will grasp and demand it instantly. Otherwise, “educational” seminars begin sprouting like weeds to fill the void. The latest example of foggy branding is cloud...
by Marc H. Rudov | March 28, 2009 | Article
There’s only one way a CEO can confirm his brand’s effectiveness: buzz, word-of-mouth. Without buzz, there is no brand. Buzz is easy to discern — listening to customers and journalists, searching on Google, checking blogs, monitoring users’...
by Marc H. Rudov | March 22, 2009 | Article
It seems that, no matter what I watch on TV, I am bombarded with GEICO spots. I know GEICO wants to sell me insurance, but what do I want to buy? I’ve yet to watch one of this third-largest car-insurance giant’s quirky, inexplicable commercials and then...
