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.