by Marc H. Rudov | August 6, 2009 | Article
I’ve frequently stressed, and posted on MarcRudov.com, this maxim: If the brand is murky to employees, investors, partners, customers, and suppliers, they’ll redefine it in whatever ways suit them — killing revenues, causing wars between marketing...
by Marc H. Rudov | August 5, 2009 | Article
Ft. Worth-based RadioShack announced that it will rebrand itself simply as The Shack. Lee Applebaum, the company’s chief marketing officer, called it a way of “contemporizing” perceptions of the brand: “Our customers, associates, and even the...
by Marc H. Rudov | July 5, 2009 | Article
Imagine Tiger Woods announcing that, because he won the US Open in 2008 and is ranked #1, he would win again in 2009. Tiger’s too smart for that (by the way, he didn’t win in 2009). He knows that presumption — resting on his laurels — would...
by Marc H. Rudov | June 15, 2009 | Article
Have you ever applied for a trademark? I have — to officially register my unique brand and protect it from copycats. That’s key to emerging from, and remaining above, the white noise. I succeeded in getting my trademark, thanks to my lawyer’s skill...
by Marc H. Rudov | March 22, 2009 | Article
It seems that, no matter what I watch on TV, I am bombarded with GEICO spots. I know GEICO wants to sell me insurance, but what do I want to buy? I’ve yet to watch one of this third-largest car-insurance giant’s quirky, inexplicable commercials and then...
