- Paperback: 240 pages
- Publisher: McGraw-Hill; 1 edition (Aug 23 2002)
- Language: English
- ISBN-10: 0071398503
- ISBN-13: 978-0071398503
- Product Dimensions: 22.7 x 16.3 x 1.5 cm
- Shipping Weight: 249 g
- Average Customer Review: 3.6 out of 5 stars See all reviews (54 customer reviews)
- Amazon Bestsellers Rank: #523,451 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
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.Book Description
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 clearly written, this book has much to offer business folk of all stripes."Publishers Weekly
Inside This Book
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First Sentence
James Carville, Bill Clinton's brilliant political strategist in the watershed election of 1992, famously kept the campaign on track by scratching three little words on a dry-erase board near his desk: "The economy, stupid." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
James Carville, Bill Clinton's brilliant political strategist in the watershed election of 1992, famously kept the campaign on track by scratching three little words on a dry-erase board near his desk: "The economy, stupid." Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
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Most helpful customer reviews
5.0 out of 5 stars
Every Business Person Should Read This Book. Powerful.,
By
This review is from: Brand Warfare: 10 Rules for Building the Killer Brand (Paperback)
While this is a short book and easy to read, it does not lack substance. Being in advertising and marketing, I know the value of a brand. But as D'Alessandro points out in his book, branding is the business of everyone in an organization.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
4.0 out of 5 stars
Brand Warfare 10 rules for building the killer brand,
By Edgar Mendoza (Hawthorne, California United States) - See all my reviews
This review is from: Brand Warfare: 10 Rules for Building the Killer Brand (Paperback)
Yo pienso que este libro es uno de los mejores libros que yo he leído. Una de las razones por las cuales yo considero este libro esta categoria de cuatro estrellas, es porque se ve que el autor le esta dando la oprtunidad a los lectores que tomen la ventaja de uasr las más correctas claves para el éxito y obtener una riquesa financiera, y además de eso, porque lo está dando al costo de un libro ordinario.
5.0 out of 5 stars
Can't drop it!,
By Michael Richardson (CA.) - See all my reviews
This review is from: Brand Warfare: 10 Rules for Building the Killer Brand (Paperback)
This book is excellent! I can't ever think of any other way to explain how to build the killer brand. D' Alessandro explains everything in his 10 rules and stressed greatly on how to be successful in any type of business.
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