Books published by MHR Enterprises

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.

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 "e;get"e; 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.