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
...
Written for CEOs and entrepreneurs, this powerful book explains how and why a brand (not a product or technology) establishes your company's purpos...
