Brand Warfare: 10 Rules for Building the Killer Brand
McGraw-Hill Professional (Verlag)
978-0-07-139850-3 (ISBN)
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This book is "BusinessWeek", "Wall Street Journal Business" and "New York Times Business" Bestseller! "A blunt, entertaining, provocative, relentless, and no-holds barred account of how to build a great image or brand." - James Carville, Author, and Democratic 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 pitfalls and the opportunities in every business decision. The care and feeding of brands is a battle; "Brand Warfare" provides the strategic ammunition needed to win. "D'Alessandro is that refreshing rarity: a businessman who tells it like it is. And he does just that in his gripping new page-turner." - "Chicago Sun-Times". "With its engaging voice and pull-no-punches tone, this book stands out from the marketing crowd." - "Harvard Business Review". "Practical, psychologically astute and clearly written, this book has much to offer businessfolk of all stripes." - "Publishers Weekly".
David D'Alessandro is President of John Hancock Financial Services, both the youngest president in the company's history and the only marketer ever to rise to the top of a major life insurer.
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
| Erscheint lt. Verlag | 16.9.2002 |
|---|---|
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 284 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management |
| ISBN-10 | 0-07-139850-3 / 0071398503 |
| ISBN-13 | 978-0-07-139850-3 / 9780071398503 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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