July 31st 2001

Brand Warfare , David D’Alessandro.

Brand Warfare , David D’Alessandro ( CEO of John Hancock) 2001 . ISBN 007136293. This is a good book. Buy it. Read it lots. Great stuff about sponsorship and 10 rules for building the killer brand. Great quotes like:

Companies that become great brands do not do so solely by riding the coattails of a few brilliant commercials. They become great because every contact the customer has with the company from calling a toll-free support no. to actually lacing up the product and using it, is seamlessly enjoyable.
Will it help or hurt the brand is the moist useful mantra in the marketplace.”

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