- Paperback: 240 pages
- Publisher: McGraw-Hill Education; 1 edition (September 13, 2002)
- Language: English
- ISBN-10: 0071398503
- ISBN-13: 978-0071398503
- Product Dimensions: 6 x 0.5 x 9 inches
- Shipping Weight: 8.8 ounces (View shipping rates and policies)
- Average Customer Review: 63 customer reviews
- Amazon Best Sellers Rank: #550,053 in Books (See Top 100 in Books)
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Brand Warfare: 10 Rules for Building the Killer Brand 1st Edition
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From Publishers Weekly
In this short, concise work, D'Alessandro, CEO of the John Hancock insurance group, entertainingly hammers home the importance of creating and maintaining a brand. In his view, a brand is whatever image a customer conjures up upon hearing a company's name, so everything from the firm's labor practices to its product and advertising must be taken into account. To make his points, D'Alessandro draws heavily on his former career in advertising and public relations. On having Orville Redenbacher as a client: "We literally thought he was insane." But in the end, he says, "Orville taught me...the power of a good brand to trump all rhyme or reason in the marketplace." From a consumer's point of view, brands save time, project a certain image to the rest of the world and make one feel part of the group that uses the brand. He discusses the steps to building a brand, consistently emphasizing that, if it is to resonate, the brand must have one simple image. D'Alessandro doesn't break much new ground here, but he succeeds at reminding everyone from the CEO to the people on the assembly line that their company's brand is its most crucial asset. Practical, psychologically astute and clearly written, this book has much to offer businessfolk of all stripes. (May 1)Forecast: A $500,000 advertising and publicity campaign, national radio and television interviews, a six-city author tour and D'Alessandro's savvy advice and irreverent humor will get the 100,000-copy first printing moving in no time.
Copyright 2001 Cahners Business Information, Inc.--This text refers to an out of print or unavailable edition of this title.
From the Publisher
While more than a quarter of its traditional competitors were going out of business, John Hancock, under the direction of marketing wizard David D'Alessandro, transformed itself from a sleepy old life insurer into a leading financial services giant. In Brand Warfare much-quoted maverick D'Alessandro provides the secrets to his winning brand strategy that anyone in business can use to become a brand icon and incredible bottom-line success. D'Alessandro introduces his "brand first" philosophy and explains why brand must always take top priority over every other business consideration. He describes how that philosophy helped inspire the innovations in distribution, advertising, technology, and product mix behind John Hancock's astonishing transformation. And he reveals how through a daring combination of marketing savvy and street smarts, managers and executives, marketing professionals and business owners can build their own "killer brand." This book provides powerful lessons on how to build and sustain a successful brand, and a great company, in any industry. --This text refers to an out of print or unavailable edition of this title.
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Top customer reviews
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
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.
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.