Brand Warfare: 10 Rules for Building the Killer Brand

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McGraw Hill Professional, Sep 13, 2002 - Business & Economics - 240 pages

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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

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Contents

Its the Brand Stupid
3
A Great Brand Message Is Like a Bucking
26
If You Want Great Advertising
49
Copyright

6 other sections not shown

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About the author (2002)

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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