Overview

Branding, or external corporate messaging, will fail unless your internal stakeholders know, accept, and adopt that messaging. The only remedy is intrabranding: continuously selling and enforcing your corporate brand inside your enterprise. The enterprise is akin to an arch, one of the strongest structural elements; intrabranding is the keystone of that arch. This wedge-shaped keystone holds the arch's other stones in compression and in place, enabling them, as a unit, to bear massive weight. No enterprise can succeed at branding without first excelling at intrabranding, and this book teaches CEOs why and how to do so. Only the agile can win. Marc Rudov, branding advisor to CEOs and author of Brand Is Destiny: The Ultimate Bottom Line and Be Unique or Be Ignored: The CEO's Guide to Branding, warns every chief exec: If you and your woke employees are more obsessed with social justice than attracting, retaining, and profitably serving paying customers, your company's agility and future are imperiled!

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9780974501772

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"Marc Rudov is a branding advisor to CEOs, media commentator, and author of ""Intrabranding: The Keystone of Corporate Agility,"" ""Brand Is Destiny: The Ultimate Bottom Line,"" ""Be Unique or Be Ignored: The CEO's Guide to Branding,"" and numerous articles. He's headed marketing organizations in both large and small companies. Rudov is known worldwide as an independent thinker and thought-leader, unfazed by political correctness and technological correctness. Mr. Rudov rails against industry, product, and technology jargon, and teaches his clients --from various industries -- to escape their comfort zones to stand out, to be unique. He counsels CEOs that, if they fail to lead and enforce their branding initiatives, they will create ""entroprises,"" imperil their destinies, and, consequently, squash their bottom lines. Rudov earned his engineering degree from the University of Pittsburgh and his MBA from Boston University. Marc Rudov is available for radio & TV appearances, debates, speaking engagements, and, of course, new clients. Find him at MarcRudov.com."

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