Brand Is Destiny

<p>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 —<em> and is therefore its destiny and ultimate bottom line</em>.</p><p>CEOs and entrepreneurs will learn why:</p><ul> <li>Sears went from leader to loser</li> <li>IBM's revenues shrank 19 quarters in a row</li> <li>Apple's new spaceship HQ will kill its brand</li> <li>Unions impede the success of value-based healthcare</li> <li>Political correctness is a brand-killer</li> <li>Beauty is not in the eye of the beholder</li> <li>Trump almost lost the election</li> <li>Super Bowl advertising is a total waste of money</li> <li>Millennials are bad for business.</li></ul><p>Any chief executive who ignores or dismisses my advice in <em>Brand Is Destiny</em> will subject his or her company to a journey of aimless drifting and eventual crashing.</p>