Brand Warfare

by D'Alessandro, David F.; Owens, Michele

• ISBN13: 9780071362931
• ISBN10: 0071362932
• Format: Hardcover
• Copyright: 2001-03-01
• Publisher: McGraw-Hill

Summary

Offers a series of principles for improving a company's understanding of the concept of brand and brand usage. Tells why a good brand is needed to be competitive, when co-dependency between company and consumer is good, and what the two great threats are to good advertising, all based on the methods used by John Hancock.

Table of Contents

Rule 1: It's the Brand, Stupid.

Rule 2: Codependency Can Be Beautiful - Consumers Need Good Brands As Much As Good Brands Need Them.

Rule 3: A Great Brand Message Is Like a Bucking Bronco - Once You're On, Don't Let Go.

Rule 4: If You Want Great Advertising, Be Prepared to Fight for It.

Rule 5: When It Comes to Sponsorships, There's a Sucker Born Every 30 Seconds.

Rule 6: Do Not Confuse Sponsorship with a Spectator Sport.

Rule 7: Do Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Build.

Rule 8: Make Your Distributors Slaves to Your Brand.

Rule 9: Use Your Brand to Lead Your People to the Promised Land.

Rule 10: Ultimately, the Brand Is the CEO's Responsibility--and Everyone Else's Too.