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.