Brand Is Destiny - Marc H Rudov

Written for CEOs and entrepreneurs, this powerful book explains how and why a brand (not a product or technology) establishes your company's purpose and direction -- and is, therefore, its destiny and ultimate bottom line.

CEOs and entrepreneurs will learn why:

• Sears went from leader to loser


• IBM's revenues shrank 19 quarters in a row


• Apple's new spaceship HQ will kill its brand


• Unions impede the success of value-based healthcare


• Political correctness is a brand-killer


• Beauty is not in the eye of the beholder


• Trump almost lost the election


• Super Bowl advertising is a total waste of money


• Millennials are bad for business.

Any chief executive who ignores or dismisses my advice in Brand Is Destiny will subject his or her company to a journey of aimless drifting and eventual crashing.