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Intrabranding: The Keystone of Corporate Agility
Your brand can’t succeed OUTSIDE your building unless it’s accepted and adopted INSIDE your building
PITTSBURGH (PRWEB)
August 25, 2020
Every CEO is faced with the same branding challenge: creating, communicating, and enforcing an effective corporate brand. Often, the brand is simply lousy: it doesn’t resonate with customers.
Just as often, though, the CEO hasn’t sold the brand internally: employees either don’t know what it is, or don’t like it and ignore it. When the latter is the case, even a good brand will fail, because corporatewide uniformity and consistency are impossible.
Such communication and leadership dysfunction — the hallmark of what Rudov calls the “entroprise,” a chaotic enterprise — will impair agility: the ability to perceive situations and respond to or preempt them rapidly.
Marc Rudov’s third book on branding — Intrabranding: The Keystone of Corporate Agility — addresses this dysfunction. Intrabranding is continuously selling and enforcing the corporate brand INSIDE the enterprise, so that the brand can succeed OUTSIDE the enterprise.
Rudov’s book discusses the roots of the entroprise, especially in light of today’s woke culture, and profiles several entroprises — including Boeing, WeWork, Xerox, Theranos, and Ford.
Rudov likens the enterprise to the arch, one of the strongest structural elements, and intrabranding to 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. With a weak or missing keystone, the arch will collapse — like most entroprises.
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.
Says Rudov, “Your brand can’t succeed OUTSIDE your building unless it’s accepted and adopted INSIDE your building. As the CEO, it’s your job to make this happen.”
Ordering information for “Intrabranding: The Keystone of Corporate Agility” is available at Intrabranding.com.
ABOUT THE AUTHOR
Marc Rudov, branding advisor to CEOs, media commentator, 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!
Ordering information for “Intrabranding: The Keystone of Corporate Agility” is available at Intrabranding.com.
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