by Marc H. Rudov | July 11, 2014 | Article
To ask when branding matters is to ask when breathing matters: always. What matters and what happens are too often unrelated. If branding were understood and valued in C-suites and corporate boards, nobody would ever question its critical importance. Alas, such is not...
by Marc H. Rudov | June 29, 2014 | Article
A friend recently asked me to evaluate her corporate video, made specifically for the business unit she heads. I watched the video, then listened to it without watching it. Knowing her business, I made a list of nine key, inexcusable omissions. Yet another avoidable...
by Marc H. Rudov | May 13, 2014 | Article
You’re a CEO. Critical question: Would you send poor communicators to meet with your best client? Why, then, put them on your branding team? If you employ hashtaggers — whether internally or via ad agencies and PR firms — you’re doing just...
by Marc H. Rudov | May 12, 2014 | Article
Why does Apple want to buy Beats Electronics, the headphone company owned by Dr. Dre and Jimmy Iovine, for $3.2B? One word: Millennials (those born between 1980 and 2000). Anyone who thinks Apple is about products and product features doesn’t get it....
by Marc H. Rudov | May 1, 2014 | Article
The only way a CEO can make his company unique is to enact and enforce new branding rules. And, every member of the branding team — internal marketing department, all customer-facing employees, external PR firm, and external ad agency — must follow them....
