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 loserIBM's revenues shrank 19 quarters in a rowApple's new spaceship HQ will kill its brandUnions impede the success of value-based healthcarePolitical correctness is a brand-killerBeauty is not in the eye of the beholderTrump almost lost the electionSuper Bowl advertising is a total waste of moneyMillennials 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.