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...
by Marc H. Rudov | July 10, 2011 | Article
You’re an energetic sales rep, armed with product training and imbued with HQ’s brand du jour, sitting before your prospect. When asked to explain your company’s value proposition (brand), you reflexively blurt out the slogan affixed to your...
by Marc H. Rudov | June 22, 2011 | Article
We are constantly bombarded with billboards, commercials, and homepages that convey no or negative value and are, therefore, colossal branding failures. Few branding efforts fare worse than those of GEICO. Atrocious. Really. But, here’s one in contention:...
by Marc H. Rudov | June 7, 2011 | Article
On June 6, 2011, Steve Jobs, emerging briefly from his medical leave, made a rare branding blunder in a product announcement: incorporating “cloud” in its name. Jobs heralded Apple’s free iCloud service, which allows users to store remotely their...
