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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
...

Branding is ultimately the CEOs 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 companys costs of sales, capital, and media. If people dont "get" your brand-your value proposition-within 15 seconds, theyll resist purchasing from, investing in, and writing about your company. Or, theyll ignore your company altogether. Hence, the title of this guide: Be Unique or Be Ignored.