Branding is ultimately the CEO''s responsibility and #1 priority. The brand dictates a company''s costs of sales, capital, and media. The goal of branding is to be unique, to stand out from the white-noise of me-too competition. Most CEOs allow their companies to copy or resemble their competitors. If people don''t "get" your company''s brand -- its 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.