BE UNIQUE OR BE IGNORED

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