Brand warfare 10 rules for building the killer brand

David F. d'Alessandro, Michele Owens

206 pages, parution le 01/01/2001

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Résumé

In a world in which consumers have infinite choices, it is almost impossible to compete without a compelling brand. Creating and sustaining a good brand, however, is the most complex and perilous task any business will ever face. It requires vision, daring, and the ability to understand the mindset of the consumers you intend to conquer. It also requires an appetite for risk, cold discipline, and a willingness to accept some casualties for the sake of the empire. Above all, brand building requires knowledge of both the pitfalls and the opportunities lurking in every business decision you make. The care and feeding of brands is a battle without end; Brand Warfare will give you the strategic ammunition you need to win.

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, Threes 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 CEOs Responsibility--and Everyone Else's Too

L'auteur - David F. d'Alessandro

David F. DAlessandro is CEO of John Hancock Financial Services, a Fortune 500 company. As the youngest CEO in the companys history, DAlessandro spearheaded the dramatic reinvention that led The New York Times to list John Hancock as one of the top 100 brands of the twentieth century. Considered an expert on sports marketing, he is a regular on the Sporting News annual list of the 100 most powerful people in sports. A frequent keynote speaker at events around the globe, as well as guest on television programs such as The Today Show, Good Morning America, and CNN News, DAlessandro is widely regarded as one of the most successful and innovative marketers of our day.

L'auteur - Michele Owens

Michele Owens is a former speechwriter for Governor Mario Cuomo of New York and Governor William Weld of Massachusetts. Ms. Owens has worked with David DAlessandro on a variety of projects since 1996.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	David F. d'Alessandro, Michele Owens
Parution	01/01/2001
Nb. de pages	206
Format	14 x 22
Couverture	Broché
Poids	295g
Intérieur	Noir et Blanc
EAN13	9780071398503
ISBN13	978-0-07-139850-3