Intrabranding - Rudov, Marc H.
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Branding, or external corporate messaging, will fail unless your internal stakeholders know, accept, and adopt that messaging. The only remedy is intrabranding: continuously selling and enforcing your corporate brand inside your enterprise. The enterprise is akin to an arch, one of the strongest structural elements; intrabranding is the keystone of that arch. This wedge-shaped keystone holds the arch's other stones in compression and in place, enabling them, as a unit, to bear massive weight. No enterprise can succeed at branding without first excelling at intrabranding, and this book teaches…mehr

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Produktbeschreibung
Branding, or external corporate messaging, will fail unless your internal stakeholders know, accept, and adopt that messaging. The only remedy is intrabranding: continuously selling and enforcing your corporate brand inside your enterprise. The enterprise is akin to an arch, one of the strongest structural elements; intrabranding is the keystone of that arch. This wedge-shaped keystone holds the arch's other stones in compression and in place, enabling them, as a unit, to bear massive weight. No enterprise can succeed at branding without first excelling at intrabranding, and this book teaches CEOs why and how to do so. Only the agile can win. Marc Rudov, branding advisor to CEOs and author of Brand Is Destiny: The Ultimate Bottom Line and Be Unique or Be Ignored: The CEO's Guide to Branding, warns every chief exec: If you and your woke employees are more obsessed with social justice than attracting, retaining, and profitably serving paying customers, your company's agility and future are imperiled!
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Autorenporträt
Marc Rudov is a branding advisor to CEOs, media commentator, and author of three books on branding. Rudov has headed marketing organizations in both large and small companies. Known worldwide as an independent critical thinker, thought-leader, and truth-teller, he rejects wokeness and what he calls technologica erotica. Mr. Rudov rails against industry, product, and technology jargon, and urges his clients-from various industries-to escape their comfort zones to stand out, to be unique.He counsels CEOs that, if they fail to lead and enforce their branding initiatives internally-the essence of intrabranding-they'll imperil their destinies, and, consequently, squash their bottom lines.Mr. Rudov holds an electrical engineering degree from the University of Pittsburgh and an MBA from Boston University.Contact him at MarcRudov.com for advisory services, media appearances, debates, and speaking engagements.