by Marc H. Rudov | June 16, 2019 | Article
Every company, no matter its size or industry, feels compelled to construct a mission statement — but rarely obligated to create a brand. Some also craft a “vision” statement. More time-wasting nonsense. Many believe that the mission statement shapes...
by Marc H. Rudov | July 20, 2017 | Article
Much of America is hyperventilating over the growth of Amazon and its perceived power to destroy all brands and retail establishments. Why? Because of social media, people tend to be docile followers who avoid critical thinking and readily believe everything they read...
by Marc H. Rudov | January 19, 2015 | Article
A big part of Apple’s brand is ease of use. Successful suppliers like Apple simplify customers’ lives and never ask them to perform heavy lifting. Simplify and ease. What a concept! Long before YouTube and the iPhone, everybody owned a VCR. Comically, most...
by Marc H. Rudov | May 13, 2014 | Article
You’re a CEO. Critical question: Would you send poor communicators to meet with your best client? Why, then, put them on your branding team? If you employ hashtaggers — whether internally or via ad agencies and PR firms — you’re doing just...
