Brand Is Destiny

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 Trump almost lost the election Super Bowl advertising is a total waste of money Millennials are bad for business.Any chief executive who ignores or dismisses my advice in Brand Is Destiny will subject his or her company to a journey of aimless drifting and eventual crashing.