by Marc H. Rudov | February 3, 2016 | Article
Executives of Uber, the new-age ride-sharing company (translation: online taxi service), just made an enormous branding blunder: they created an unfathomable logo, believing it’s a brand. Wrong. The basis of this logo is the atom. The atom. Is Uber a chemistry...
by Marc H. Rudov | January 15, 2016 | Article
Groucho Marx once said that he didn’t want to belong to any club that would accept him as a member. He reminds me of Donald Trump, who has eviscerated the GOP club. Public declarations of independence scare many people and are, therefore, rare: belonging to a...
by Marc H. Rudov | January 9, 2016 | Article
You stare out the window, proud of the view from your corner office, reflecting on your climb to this lofty perch. Newsflash: Customers don’t care about you, your rank, or your perks. It’s amazing how myopically smug execs and employees become over time....
by Marc H. Rudov | January 1, 2016 | Article
Every day, one can hear someone exclaim: I put my photos in the cloud. What cloud? Where is it? What is it? This common utterance proves that technology CEOs dismiss branding and, consequently, have genericized their products and companies. Cloud is the new Kleenex....
by Marc H. Rudov | December 25, 2015 | Article
It’s rare for a CEO to clock more than a few minutes of an investor pitch without getting the bottom-line question: What makes your enterprise scalable? Investors are so obsessed with scalability that they often overlook what drives it. Scalability is the...
