by Marc H. Rudov | August 1, 2014 | Article
Here’s the CEO distress signal I hear most frequently: My company doesn’t stand out from the competition. We’re just one of many, and it frustrates me. This is a CEO actually admitting to a weak brand, without knowing it. Generally speaking, a...
by Marc H. Rudov | July 28, 2014 | Article
When people want to communicate only to a small circle — for secrecy, exclusivity, snobbery, or brevity — they use code. In the business world, this code is called jargon. Knowing and speaking jargon confers special insider status to its users, so they...
by Marc H. Rudov | July 22, 2014 | Article
The next time you’re sitting in yet another staff meeting, listen carefully to the lingo. How much of it is devoted to customers and their needs? I’m betting the preponderance of it is about office politics, org charts, incompetent employees, vacations,...
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...
