Brand Warfare: 10 Rules for Building the Killer Brand - Hardcover

9780071362931: Brand Warfare: 10 Rules for Building the Killer Brand
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"Branding" has developed into one of the business world's hottest concepts, and for good reason. Branding is cited as the secret ingredient behind the tremendous corporate gains realized in recent years by companies ranging from FedEx, Rolex, Starbuck, Volvo, and most interestingly, John Hancock. John Hancock is one of the oldest brands in America. But in one crucial aspect, the company was 15 years ahead of its time when David D'Allessandro arrived there in 1984. John Hancock was facing exactly the same threat back then that many competitors worldwide are just now waking up to: the threat of extinction at the hands of new competitors with a better command of technology and a better grip on the expectations of modern customers. In the last ten years, over a quarter of John Hancock's traditional competitors have indeed gone the way of the dinosaur. John Hancock, on the other hand, has maintained average annual growth of nearly 20%. Its revenues have tripled in the last eight years and it has managed to take its credibility in the shrinking insurance market and transfer that credibility to the thriving investment market to become a major player. Throughout John Hancock's transformation from a sleepy old life insurer into a dynamic financial services firm, President D'Alessandro has been the unconventional leader of a once conventional company. He is the first marketer ever to become President of a large life insurer, a maverick and a bomb-thrower who speaks the language of the new world from the corner office of an old-line concern. Thanks to Hancock's stellar performance and D'Alessandro's own unfailing quotability, he has appeared on TV programmes such as "Good Morning America", "The Today Show", "CNN" and the "Bloomberg Fortune" to offer his views on marketing intelligently in the modern world, and has been featured in countless newspaper and magazine stories. In "Brand Warfare: Ten Rules for Building a Killer Brand", D'Alessandro explains why brand must come first, before any other business consideration. And he shows how his "brand first" philosophy helped John Hancock transform itself by inspiring innovations in distribution, advertising, technology and product mix, all to serve the brand. He uses his first hand experiences at John Hancock, as well as the things he has observed at other companies, both as a public relations consultant and as a student of the marketplace, to illustrate the ten rules for building and sustaining a successful brand, and with it, a great company no matter what industry.

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From the Back Cover:

Business Today Is A Battle of the Brands. If You Don't Know The Rules, You're Entering The Field Unarmed.

"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

Bishop William Lawrence University Professor, Harvard Business School
"D'Alessandro pulls no punches. Funny one minute, fiercely competitive the next, Brand Warfare is filled with priceless lessons for any company that cares about its image."
­­John J. Dooner, Jr.

"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

"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

Chairman and CEO, Interpublic Group of Companies, Inc.
"This is a book after my own heart. It is a blunt, entertaining, provocative, relentless, and no-holds barred account of how to build a great image or brand. Few people have done it better than D'Alessandro has, and Brand Warfare tells the story in a way you'll never forget."
­­James Carville
Author and Democratic Strategist

"Long before most people in corporate America, D'Alessandro recognized the value of sports and event marketing in building a world-class brand. This book is like D'Alessandro himself: insightful, great fun, and to-the-point."
­­Lesa Ukman
President, IEG, Inc.

"David D'Alessandro can best be described as a leader, a visionary, and a decision-maker. Brand Warfare is an informative and entertaining reflection of David's thoughts and modus operandi, and a wonderful resource in brand building and brand management."
­­Paul Beeston
President and COO, Major League Baseball

In a world in which consumers have infinite choices, it is almost impossible to compete without a compelling brand. Creating and sustaining a good brand, however, is the most complex and perilous task any business will ever face. It requires vision, daring, and the ability to understand the mindset of the consumers you intEND to conquer. It also requires an appetite for risk, cold discipline, and a willingness to accept some casualties for the sake of the empire. Above all, brand-building requires knowledge of both the pitfalls and the opportunities lurking in every business decision you make. The care and feeding of brands is a battle without END; Brand Warfare will give you the strategic ammunition you need to win.

A movie star like Tom Hanks talks openly about the importance of protecting the Tom Hanks brand. The State of Vermont thinks it's a brand, too and wants to keep out-of-state companies from borrowing the name "Vermont." Even the official exorcist of the Cathedral of Notre Dame believes he does a lot of business because Notre Dame has "a certain brand name."

It's brand mania. And if you try to tell any professional anywhere in the world that brand matters, you are probably preaching to the converted.

At the same time, nothing is as misunderstood in American business as the question of how to use a brand. Businesses routinely sink their brands with ill-considered mergers and acquisitions, mishandled scandals, and embarrassing sponsorships. Even brand-savvy companies like Nike and Coca-Cola occasionally stumble because they fail to recognize that a brand is everything a company does the information you want to communicate to consumers and the information you communicate despite yourself.

In Brand Warfare, master brand-builder David D'Alessandro demonstrates definitively how brands should be handled and where many companies go wrong. At the same time, he creates a delightfully entertaining picture of the marketing business with anecdotes that include everything from trained crows to raw sides of beef. D'Alessandro has a keen sense of the absurdities of corporate life, balanced by a tremENDous respect for the consumer. Together, these two qualities yield one of the most enjoyable and useful marketing books of recent memory.

In Brand Warfare, D'Alessandro draws on his own remarkable run as a brand-builder, as well as the examples offered by America's smartest and most foolish corporations, to develop a series of simple principles that brand-builders can use in any market:


-It's the brand, stupid: why every business needs a good brand to compete;
-Co-depENDency can be beautiful: why consumers need good brands as much as good brands need them;
-There are two great threats to good advertising: why sycophancy from the agency and meddling from inside the company will sink your campaign every time;
-Sponsorship is often a sucker's game: how to avoid being taken and how to make the investment pay for your brand;
-Why it's as important to market your brand to your employees as it is to your customers;
-Why every business decision should be filtered through the prism of the brand.

Tough-minded, funny, and refreshingly candid, Brand Warfare offers a road-map for success in a marketplace dominated by consumers who expect to be charmed by the products they buy, as well as served.

About the Author:
David D'Alessandro is President of John Hancock Financial Services, both the youngest president in the company's history and the only marketer ever to rise to the top of a major life insurer. Hometown: Boston, MA

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  • PublisherMcGraw-Hill Inc.,US
  • Publication date2001
  • ISBN 10 0071362932
  • ISBN 13 9780071362931
  • BindingHardcover
  • Number of pages196
  • Rating

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9780071398503: Brand Warfare: 10 Rules for Building the Killer Brand: 10 Rules for Building the Killer Brand (MARKETING/SALES/ADV & PROMO)

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