Brand Warfare: 10 Rules for Building the Killer Brand
NOW IN PAPERBACK!\ The BusinessWeek, Wall Street Journal, and New York Times business bestseller\ "With its engaging voice and pullno-punches tone, this book stands out from the marketing crowd." Harvard Business Review\ "D'Alessandro's book is witty, irreverent, and intensely practical. It is more than a book about brands, and contains many sound lessons for strategy and the role of leaders." Michael E. Porter, Harvard Business School\ "Practical, psychologically astute, and...
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"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 StrategistIn 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 WeeklyDavid 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. Harvard Business Review Don't let the generic title fool you. With its engaging voice and pull-no-punches tone, this book stands out from the marketing crowd. The key to effective brands, says the head of John Hancock Financial Services, is an identity that connects to the real problems of customers. To develop and maintain that realism, he contends, companies must protect their brands from the in-house political, legal and operational pressures that have turned most brands into mush. They also need to risk alienating some market segments. Lively stories from D'Alessandro's multi-faceted career in marketing help drive home his points with an all-too-rare concreteness. He takes the reader on a well-organized tour of marketing pitfalls, from advertising "feedback" to wasted sponsorships. And his wry sense of humor akes up for some bluster and his bias in favor of Hancock marketing choices like the Olympics. The books offers no great insights, but it may well prevent executives from signing off on ill-fated brand campaigns.
IntroductionixRule 1It's the Brand, Stupid1Rule 2Codependency Can Be Beautiful--Consumers Need Good Brands As Much As Good Brands Need Them15Rule 3A Great Brand Message Is Like a Bucking Bronco--Once You're On, Don't Let Go26Rule 4If You Want Great Advertising, Be Prepared to Fight for It49Rule 5When It Comes to Sponsorships, There's a Sucker Born Every 30 Seconds70Rule 6Do Not Confuse Sponsorship with a Spectator Sport95Rule 7Do Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Build110Rule 8Make Your Distributors Slaves to Your Brand129Rule 9Use Your Brand to Lead Your People to the Promised Land148Rule 10Ultimately, the Brand Is the CEO's Responsibility--and Everyone Else's Too164Index179
