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

by D'Alessandro, David

• ISBN13: 9780071398503
• ISBN10: 0071398503
• Edition: 1st
• Format: Paperback
• Copyright: 2002-09-13
• Publisher: McGraw-Hill Education

Summary

NOW IN PAPERBACK!TheBusinessWeek, Wall Street Journal, andNew York Timesbusiness bestseller"With its engaging voice and pullno-punches tone, this book stands out from the marketing crowd."shy;shy;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."shy;shy;Michael E. Porter, Harvard Business School"Practical, psychologically astute, and clearly written, this book has much to offer business folk of all stripes."shy;shy;Publishers Weekly

Author Biography

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.

Table of Contents

BusinessWeek, Wall Street Journal

Business andNew York Times

Business Bestseller!

"A blunt, entertaining, provocative, relentless, and no-holds barred account of how to build a great image or brand"

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 pitfal

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