by Marc H. Rudov | June 16, 2019 | Article
Every company, no matter its size or industry, feels compelled to construct a mission statement — but rarely obligated to create a brand. Some also craft a “vision” statement. More time-wasting nonsense. Many believe that the mission statement shapes...
by Marc H. Rudov | June 9, 2019 | Article
At every opportunity, I’ve asserted verbally or in writing that a logo isn’t a brand and that creating a new one isn’t rebranding. REMEMBER: A logo can represent a brand but never constitute one. In my May 2018 column about Best Buy’s new logo,...
by Marc H. Rudov | January 15, 2019 | Article
A week ago, the American Psychological Association (APA) issued guidelines to depict “traditional masculinity” as harmful. It listed certain traits of manhood as particularly pernicious: anti-femininity, achievement, eschewal of the appearance of weakness, adventure,...
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 | August 16, 2018 | Article
Many CEOs of public companies complain privately that equity analysts control their companies’ brands and branding strategies. This is a legitimate complaint. Equity analysts — who tend to be biased, myopic, and flamboyant — are extremely influential...
