[Used Book] Brand Warfare: 10 Rules for Building the Killer Brand - David F. D'Alessandro [Condition: C]
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Author: David F. D'Alessandro
Translator:
Publisher: McGraw Hill
Publication year: 2001
ISBN: 9780071398503
Upload date：260915
Description:
Author David F. D'Alessandro, the CEO of John Hancock Financial Services, describes how to build and protect a brand name. With writing assistance from Michele Owens, he draws on stories from John Hancock and other companies to illustrate successful brand building as well as missteps along the way. Based on these stories, D'Alessandro summarizes the principles of brand building, such as being consistent, refreshing the brand to keep up with the times and sponsoring events that are in keeping with the brand's image. His basic principles are familiar: Use your brand as a powerful image that reflects your company and product's core identity. getAbstract likes D'Alessandro's breezy, personal style and conversational approach, which convey these ideas in a fresh way. If you haven't brushed up on your branding lately, this is a useful roundup of information, reminders and cautionary tales.