Tradeshow Branding Basics

The tradeshow, as old as merchant capitalism itself, is a premier branding event for each exhibitor — if staged and managed correctly. If not, it’s an expensive circus. In no other venue is the importance of being unique more obvious. Obvious to whom? The...

CEO: Build an Experience Generator

There are two kinds of companies: those focused on products, those focused on customers. You know which when you deal with them. One company cannot assume both orientations: they’re mutually exclusive. Question: Into which category does your company fit? The...

Demand Brand Fitness

Judging by Fitbit’s euphoric IPO yesterday, gadget faddists are salivating — at the moment — for health metrics on their wrists. Given that these metrics already exist in their mirrors, bathroom scales, and waistbands, one questions the shelf-life of...

What Is Twitter’s Brand?

The big cyberspace news, aside from Chinese hackers invading all US government employees, is the resignation of Twitter’s CEO, Dick Costolo. Silicon Valley tongues are wagging — praising and blaming Mr. Costolo — in the face of Twitter’s 50%...

Why Brands Must Sell

Everything the CEO does, or should do, has one objective: generate revenues — profitably and sustainably. That’s why branding is the CEO’s #1 priority: a strong brand sells. A strong brand is an asset. Assets, including physical plant and employees,...
 

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