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.
