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.