Brand Warfare: 10 Rules for Building the Killer Brand.Brand Warfare: 10 Rules for Building the Killer Brand. By David F. D'Alessandro. McGraw Hill, 185 pages. $24.95. This isn't a high-minded or carefully researched hook. Far from it. It's a highly personal narrative from the CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of John Hancock Financial Services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. about his experiences and his views on what great brands are built from. The prose has the exuberance and irreverence of a gifted storyteller -- though D'Alessandro gives the actual writing credit to writer Michele Owens. D'Alessandro's background in public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most and marketing -- he even worked for an advertising agency -- makes him a rare kind of CEO. He offers a host of personal observations, many as cautionary tales A cautionary tale is a traditional story told in folklore, to warn its hearer of a danger. There are three essential parts to a cautionary tale, though they can be introduced in a large variety of ways. , and his rules (too long to spell out here) include "it's the brand, stupid," "make distributors slaves to your brand" and "a great brand message is like a bucking bronco bronco: see mustang. -- once you're on, don't let go." Along the way, D'Alessandro offers savvy advice about the dangers of tying sponsorships (and brands) to single events or personalities, protecting a brand from competitors and the value of good customer service. Brand Warfare is a fast, entertaining read -- just what you'd think a former ad guy would want to create. |
|
||||||||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion