Brand Warfare

Overview

"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 ...

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Overview

"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

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Product Details

  • ISBN-13: 9780071398503
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 8/23/2002
  • Edition number: 1
  • Pages: 240
  • Sales rank: 1,448,895
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.51 (d)

Meet the Author

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.

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Sort by: Showing all of 10 Customer Reviews
  • Anonymous

    Posted December 10, 2012

    I recommend this book to anyone planning on or in the process o

    I recommend this book to anyone planning on or in the process of creating their own company. This book is a great reference to any starting competitior in any field. The ten rules to building the ultimate brand for success. He talks about how brands are the primary focus of consumers, and its reputation. D'Alessandro also provides insight on how important each step is for a good business.

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  • Anonymous

    Posted December 7, 2012

    I suggest reading this book because the 10 principles he talks a

    I suggest reading this book because the 10 principles he talks about are very vital and many companies forget to use them
    Brand Warfare gives the reader 10 rules to follow in order to have a great brand.
    Within each rule, there are examples that show how real companies have failed or done well.
    D’Alessandro adds his own perspective on how each step is vital for a successful business.
    From the first rule, “It’s the Brand, Stupid,” he tells the reader that nothing in the company is more important than the brand.
    What people see, think, feel and remember about you will dictate how far the business will go and how much profit it will make.
    An idea D’Alessandro speaks about is how brands are what consumers look for when buying products.
    Consumers want a brand that they know is distinct, clean, and has a good reputation.
    When corporations buy well-known brands, it is in the companies’ best nature to keep the market brand to make sure the profit does not decrease.
    The companies he writes about are well known and the 10 simple rules he states can be applied to every single example he explains.  
    The emphasis of equality and having trust and respect will allow great products to be created.  
    When all the workers at a company are being productive and helpful to the customer, they will want to always keep coming back.
    “They [companies] become great brands because every contact the consumer has with that company, from calling a toll-free information number to actually lacing up the product and using it, is seamlessly enjoyable.” 

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  • Posted March 28, 2012

    I suggest reading this book if your an up and coming business m

    I suggest reading this book if your an up and coming business man or woman trying to get valuable tips and advice on how to create and maintain a brand or company. D'Alessandro offers insightful advice and first hand expertise knowledge on how to make the right decisions on creating a new brand. Great, easy book to read with a lot of helpful tips.

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  • Posted March 28, 2012

    enjoyable

    The book brand warfare builds on 10 major concepts for building a “killer” brand. Although some of the ideas throughout this book seem rather obvious, the author allows the reader to clearly understand that without these basic tactics a brand will not flourish. These basic Furthermore, D’alessandro really helps the reader discover the art behind branding. To be successful companies need to keep their message consistent and memorable and executes their campaign by communicating with their consumers.

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  • Anonymous

    Posted October 28, 2011

    Highly Recommended

    The way D'Alessandro speaks in his book is very persuading, it motivates the reader to stand up and take action. His advice on how to build a brand and what to do to enforce it is phenomenal. Brand Warfare is a great step by step insight that makes you believe anyone can achieve to create the perfect brand, if they are willing to put the effort into it.

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  • Anonymous

    Posted May 5, 2008

    Covers the basics plus a little more...but title is misleading

    The book was a easy read. You can tell it was not writen by someone with a profession in writing. It covers what needs to be done in order to be the best brand. It goes into some detail like why the brand is what makes or breaks you, but overall it left me feeling like there could have been way more to take out from a book that is written by a CEO of a fortune 500 company.

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  • Anonymous

    Posted October 18, 2006

    Solid brand basics engagingly written

    There's not a lot that's new here. This is good brand basics for beginners or for those who need a brush up. It is very accessibly written. The examples are clear, concrete and valuable. It's free of the irritating `brand' jargon that is so pervasive in many other books on the subject.

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  • Anonymous

    Posted June 18, 2003

    Learn about the importance of BRANDING

    Brand Warfare is a brilliantly insightful book that will help anyone pursue a successful career through the use of image development. This is a time in history when branding is so important, we are lucky to have great books like this and others on our shelves.

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  • Anonymous

    Posted November 8, 2010

    No text was provided for this review.

  • Anonymous

    Posted November 22, 2009

    No text was provided for this review.

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