BE UNIQUE OR BE IGNORED. THE CEO'S GUIDE TO BRANDING - Tecno-Libro

Branding is ultimately the CEO s responsibility. Too many CEOs allow their companies to copy and resemble their competitors. the goal is to be unique, to stand out from the white noise of me-too competition. The brand dictates a company s costs of sales, capital, and media. if people don t get your brand-your 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 guide: Be Unique or Be ignored.