{"product_id":"9780974501734","title":"Be Unique or Be Ignored: The CEO's Guide to Branding","description":"Branding is ultimately the CEO's responsibility. Too many CEOs allow their companies to copy and resemble their competitors; the goal is to be unique, to stand out from the white noise of me-too competition. The brand dictates a company's costs of sales, capital, and media. If people don't \"get\" your brand-your 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.","brand":"MHR Enterprises","offers":[{"title":"Default Title","offer_id":49795993960688,"sku":"9780974501734","price":24.95,"currency_code":"USD","in_stock":false}],"url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780974501734","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}