Brand Is Destiny

Written for CEOs and entrepreneurs, this powerful book explains how and why a brand 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 Trump almost lost the election Millennials are bad for business. Any chief executive who ignores or dismisses the advice in Brand Is Destiny will subject his or her company to a journey of aimless drifting and eventual crashing.