Brand Warfare: 10 Rules for Building the Killer Brand: 10 Rules for Building the Killer Brand 1st Edition
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From the Publisher
David F. D'Alessandro is CEO of John Hancock Financial Services, a Fortune 500 company. The youngest CEO in the company's history, D'Alessandro spearheaded John Hancock's appearance on The New York Times list as one of the top 100 brands of the twentieth century.
From the Back Cover
"BusinessWeek, Wall Street Journal Business and New York Times Business Bestseller!
"A blunt, entertaining, provocative, relentless, and no-holds barred account of how to build a great image or brand."--James Carville, Author and Democratic Strategist
In a world where consumers have infinite choices, it's almost impossible to compete without a compelling brand. Creating one, however, requires vision, daring, and the ability to understand the consumer. Above all, brand building requires knowledge of the pitfalls and the opportunities in every business decision. The care and feeding of brands is a battle; Brand Warfare provides the strategic ammunition needed to win.
"D'Alessandro is that refreshing rarity: a businessman who tells it like it is. And he does just that in his gripping new page-turner."--Chicago Sun-Times
"With its engaging voice and pull-no-punches tone, this book stands out from the marketing crowd."--Harvard Business Review
"Practical, psychologically astute and clearly written, this book has much to offer businessfolk of all stripes."--Publishers Weekly
- Publisher : McGraw-Hill Education; 1st edition (September 13, 2002)
- Language : English
- Paperback : 240 pages
- ISBN-10 : 0071398503
- ISBN-13 : 978-0071398503
- Item Weight : 10 ounces
- Dimensions : 6 x 0.51 x 9 inches
- Best Sellers Rank: #1,905,619 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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Strong brand name is worth anything only as long as it maximizes the wealth of its owners. The owners are the shareholders. Sometimes they would be better off financially if the brand was not too strong. What is the point of owning Mercedes-Benz if the firm loses money when you can own Honda and have positive gains. I am making the assumption that Mercedes-Benz is the better brand of the two but this is only for the sake of the argument. The price tag of the item and its manufacturing quality does not necessary determine the strength of the brand.
The author makes some good points though. His discussion on how management should allocate money to advertisement and other brand building techniques is wonderful. Despite its weaknesses, this book was worth reading.
This book would be of value to a CEO of a large organization and all of its employees or the owner of a one-person shop and all advertising people. Branding, after all, is something everyone is responsible for. It is not the exclusive domain of the ad agency.
The book shows how a large, well-known brand can lose market share overnight to an Internet start up. There is much in this book that will be of great value to you if you want to be a well-respected brand --- whether you are a big business or a one-person brand.
Susanna K. Hutcheson
Owner & Executive Copy Director
D'Alessandro's list of pioneering moves and accomplishments within the world of sports marketing and sponsorship is long and legendary. The first sponsor - and saviour - of the Boston Marathon, the first to completely rename a college football bowl game for the sponsor, the first in the insurance category to become a worldwide Olympic partner, and the first sponsor to stand up to the IOC in the midst of its bribery scandal over bribes and say: "This will not stand. Change your ways or suffer the consequences."
Anyone who wants to know brand building, communications, public relations, advertising and sports marketing from the inside out, should read Brand Warfare. Written by an acclaimed CEO and branding maverick, the book introduces D'Alessandro's "brand first" philosophy and explains why brand must always take top priority over every other business consideration.
And, unlike books written by academicians and consultants, Brand Warfare's ideas are real world and street tested. D'Alessandro engineered Hancock's double-digit growth rate at a time when many of its competitors went under.
Whether you're an experienced CEO or just starting your career, anyone in any industry will benefit from D'Alessandro's 10 principles and his "brand first" approach. Brand Warfare should become required reading for business professionals.