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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.
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Previews available in: English
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1
Brand Warfare: 10 Rules for Building the Killer Brand
November 25, 2003, American Media International
Audio CD
in English
- Abridged edition
1932378057 9781932378054
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2
Brand Warfare: 10 Rules for Building the Killer Brand
November 25, 2003, American Media International
Audio cassette
in English
- Abridged edition
1932378049 9781932378047
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4
Brand warfare: 10 rules for building the killer brand : lessons for new and old economy players
2001, McGraw-Hill
in English
0071381074 9780071381079
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5
Brand warfare: 10 rules for building the killer brand : lessons for new and old economy players
2001, McGraw-Hill
in English
0071362932 9780071362931
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Book Details
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Includes index.
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