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 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....
by Marc H. Rudov | December 11, 2012 | Article
Clarence Otis, CEO of Darden Restaurants, owner of Olive Garden and Red Lobster, recently experienced negative brand and earnings consequences from knocking Obamacare — as did the CEOs of Applebee’s and Papa John’s. They backpedaled afterwards. In...
by Marc H. Rudov | April 13, 2010 | Article
Almost every company has a chief of marketing mulligans (CMM), the person responsible for its indecipherable value proposition, or brand. Who’s your CMM? The CMM is the exec who habitually treats marketing like a second cousin to sales, the one who believes any...
