{"product_id":"9780974501758","title":"Be Unique or Be Ignored: The CEO's Guide to Branding","description":"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 \"get\" 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.","brand":"MHR Enterprises","offers":[{"title":"Default Title","offer_id":47127531684080,"sku":"9780974501758","price":12.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780974501758_p0.jpg?v=1763879129","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780974501758","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}