Brand warfare

Description

While more than a quarter of its traditional competitors were going out of business, John Hancock, under the direction of marketing wizard David D'Alessandro, 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 much-quoted maverick D'Alessandro provides the secrets to his winning brand strategy that anyone in business can use to become a brand icon and incredible bottom-line success. D'Alessandro introduces his "brand first" philosophy and explains why brand must always take top priority over every other business consideration. He describes how that philosophy helped inspire the innovations in distribution, advertising, technology, and product mix behind John Hancock's astonishing transformation. And he reveals how through a daring combination of marketing savvy and street smarts, managers and executives, marketing professionals and business owners can build their own "killer brand." This book provides powerful lessons on how to build and sustain a successful brand, and a great company, in any industry.

Description

"A movie star like Tom Hanks talks openly about the importance of protecting the Tom Hanks brand. The State of Vermont thinks it's a brand, too and wants to keep out-of-state companies from borrowing the name "Vermont." Even the official exorcist of the Cathedral of Notre Dame believes he does a lot of business because Notre Dame has "a certain brand name."" "It's Brand Mania. And if you try to tell any professional anywhere in the world that brand matters, you are probably preaching to the converted." "At the same time, nothing is as misunderstood in business as the question of how to use a brand. Businesses routinely sink their brands with ill-considered mergers and acquisitions, mishandled scandals, and embarrassing sponsorships. Even brand-savvy companies like Nike and Coca-Cola occasionally stumble because they fail to recognize that a brand is everything a company does - the information you want to communicate to consumers and the information you communicate despite yourself."--Jacket.

Subjects

Links

• Publisher description
• Table of contents

Other Editions

• Brand warfare: 10 rules for building the killer brand : lessons for new and old economy playersMcGraw-Hill2001-01-01
• Brand WarfareeBookMcGraw-Hill2001-01-01
• Brand warfareMcGraw-Hill2001-01-01
• Brand WarfareAudio CDAmerican Media International2003-11-25
• Brand WarfareAudio CassetteAmerican Media International2003-11-25