<p/><br></br><p><b> About the Book </b></p></br></br>Branding, or external corporate messaging, will fail unless your internal stakeholders know, accept, and adopt that messaging. The only remedy is intrabranding: continuously selling and enforcing your corporate brand inside your enterprise.<p/><br></br><p><b> Book Synopsis </b></p></br></br><p>Branding, or external corporate messaging, will fail unless your internal stakeholders know, accept, and adopt that messaging. The <em>only</em> remedy is <em>intrabranding</em> continuously selling and enforcing your corporate brand <em>inside </em>your enterprise. The enterprise is akin to an arch, one of the strongest structural elements; intrabranding is 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. <em>No </em>enterprise can succeed at branding without <em>first</em> excelling at intrabranding, and this book teaches CEOs why and how to do so. Only the agile can win.</p><p><br></p><p>Marc Rudov, branding advisor to CEOs and author of <em>Brand Is Destiny: The Ultimate Bottom Line</em> and <em>Be Unique or Be Ignored: The CEO's Guide to Branding</em>, 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! </p>