by Marc H. Rudov | February 20, 2012 | Article
It is all-too common for a company to create and disseminate its brand, and then let it run like a wild horse. Why? Corporate politics, turf wars, egos, and incompetence. This is my only explanation for GEICO’s unending onslaught of inexplicable, inconsistent,...
by Marc H. Rudov | February 8, 2012 | Article
If you own a TV, you’ve seen nonstop discount campaigns from Joseph A. Bank, the men’s clothier. How does a customer know what value he’s getting at any time? It’s impossible. WATCH HERE. Newly minted JCPenney CEO Ron Johnson, former head of...
by Marc H. Rudov | December 4, 2011 | Article
When I took a typing class in highschool, my fellow students and I used typewriters with look-alike blank keys: it was incumbent on us to learn — without looking — the identity, purpose, and position of each key. Likewise, when learning to play musical...
by Marc H. Rudov | December 2, 2011 | Article
Are you a communicator? How do you know? If so, you are rare. As a branding consultant, I read homepages and exec summaries, listen to investment pitches, and watch TV commercials — most of which are totally unfathomable. They’re supposed to be...
by Marc H. Rudov | August 12, 2011 | Article
The other day, I was discussing one of my pet peeves with a senior officer of a top global corporation: jargon-laced branding. I mentioned a few examples from techdom: Web 2.0, 3G, 4G, cloud, and SaaS. At this point, he sheepishly asked me, “Exactly what is a...
