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Brand Warfare : 10 Rules for Building the Killer Brand

Brand Warfare : 10 Rules for Building the Killer Brand - 01 edition

ISBN13: 978-0071362931

Cover of Brand Warfare : 10 Rules for Building the Killer Brand 01 (ISBN 978-0071362931)
ISBN13: 978-0071362931
ISBN10: 0071362932
Cover type: Hardback
Edition/Copyright: 01
Publisher: McGraw-Hill Publishing Company
Published: 2001
International: No

List price: $24.95

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Brand Warfare : 10 Rules for Building the Killer Brand - 01 edition

ISBN13: 978-0071362931

David Dalessandro and Michele Owens

ISBN13: 978-0071362931
ISBN10: 0071362932
Cover type: Hardback
Edition/Copyright: 01
Publisher: McGraw-Hill Publishing Company

Published: 2001
International: No
Summary
Powerful lessons on how to build and sustain your own ''killer brand''

Creating and sustaining a good brand is the most complex and perilous task any business will ever face, yet nothing is as misunderstood. Under the direction of marketing wizard David D'Alessandro, John Hancock transformed itself from a sleepy old life insurer into a leading financial services giant, with a sustained 20% annual rate of growth. In Brand Warfare, D'Alessandro draws on his personal experience as a brand-builder and examples from America's smartest and most foolish corporations, developing principles that you can use in any market. At the same time, he creates an entertaining picture of the marketing business with anecdotes that convey a keen sense of the absurdities of corporate life, balanced by a tremendous respect for the consumer.
This tough-minded, funny, and refreshingly candid book gives you a proven roadmap for marketing success as you learn:
  • Why every business needs a good brand to compete
  • Why consumers need good brands as much as good brands need them
  • Why sycophancy from the agency and meddling from inside the company will sink your campaign every time
  • About sponsorship: how to avoid being taken, and how to make the investment pay for your brand
  • Why it's as important to market your brand to your employees as it is to your customers
  • Why every business decision should be filtered through the prism of the brand

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.

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List price: $24.95
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