Be Unique or Be Ignored: The CEO's Guide to Branding

by Marc H. Rudov

Branding is ultimately the CEO's responsibility and #1 priority. The brand dictates a company's costs of sales, capital, and media. The goal of branding is to be unique, to stand out from the white-noise of me-too competition. Most CEOs allow their companies to copy or resemble their competitors. If people don't "get" your company's brand -- its value proposition -- within 15 seconds, they'll resist purchasing from, investing in, and writing about your company. Or, they'll ignore your company altogether. Hence, the title of this Be Unique or Be Ignored.

Genres: Business

166 pages, Kindle Edition

First published November 11, 2013

Reviews

[Arminius · Rating 4 out of 5]

This book is meant for Companies but I can see how it can be applied to individual people as well. The first thing discussed is called Branding. Branding is forming a short, unique and understandable phrase that identifies a product or service. Apples use of "i" is an example. Too many companies follow what others do in regard to marketing and get clustered in what Mr. Rudov calls "white noise." Mr. Rudov describes, as his example, Microsoft's use of the term "Cloud." Very few understood what exactly a "cloud" was. That is a problem.

He ridicules companies that link to social media sites like Facebook. He proposes that companies have a short understandable message on their website that explains their product or service (branding). He said telling customers to "like" them on Facebook is just sending the potential customers information to another form of "white noise" that will be ignored in the cluster.

As for people, being unique is something most people choose not to do. It is obvious , to some degree, that others are attracted to what they find unique.