Be Unique or Be Ignored

Branding is ultimately the CEO's 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 company's costs of sales capital and media. If people don't get your brand-your value proposition-within 15 seconds they'll resist purchasing from investing in and writing about your company. Or they'll ignore your company altogether. Hence the title of this guide: Be Unique or Be Ignored.