Be Unique or Be Ignored

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...