Powerful lessons on how to build and sustain your own "killer brand" Creating and sustaining a good brand is the most complex and perilous task any business will ever face, yet nothing is as misunderstood. Under the direction of marketing wizard David DAlessandro, John Hancock 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, D'Alessandro draws on his personal experience as a brand-builder and examples from America's smartest and most foolish corporations, developing principles that you can use in any market. At the same time, he creates an entertaining picture of the marketing business with anecdotes that convey a keen sense of the absurdities of corporate life, balanced by a tremendous respect for the consumer. This tough-minded, funny, and refreshingly candid book gives you a proven roadmap for marketing success as you learn: *Why every business needs a good brand to compete *Why consumers need good brands as much as good brands need them *Why sycophancy from the agency and meddling from inside the company will sink your campaign every time *About sponsorship: how to avoid being taken, and how to make the investment pay for your brand *Why it's as important to market your brand to your employees as it is to your customers *Why every business decision should be filtered through the prism of the brand 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. 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. Business Today Is A Battle of the Brands. If You Don't Know The Rules, You're Entering The Field Unarmed. "D'Alessandro's book is witty, irreverent, and intensely practical. It is more than a book about brands, and contains many sound lessons for strategy and the role of leaders." Michael E. Porter Bishop William Lawrence University Professor, Harvard Business School "D'Alessandro pulls no punches. Funny one minute, fiercely competitive the next, Brand Warfare is filled with priceless lessons for any company that cares about its image." John J. Dooner, Jr. Chairman and CEO, Interpublic Group of Companies, Inc. "This is a book after my own heart. It is a blunt, entertaining, provocative, relentless, and no-holds barred account of how to build a great image or brand. Few people have done it better than D'Alessandro has, and Brand Warfare tells the story in a way you'll never forget." James Carville Author and Democratic Strategist "Long before most people in corporate America, D'Alessandro recognized the value of sports and event marketing in building a world-class brand. This book is like D'Alessandro himself: insightful, great fun, and to-the-point." Lesa Ukman President, IEG, Inc. "David D'Alessandro can best be described as a leader, a visionary, and a decision-maker. Brand Warfare is an informative and entertaining reflection of David's thoughts and modus operandi, and a wonderful resource in brand building and brand management." Paul Beeston President and COO, Major League Baseball In a world in which consumers have infinite choices, it is almost impossible to compete without a compelling brand. Creating and sustaining a good brand, however, is the most complex and perilous task any business will ever face. It requires vision, daring, and the ability to understand the mindset of the consumers you intend to conquer. It also requires an appetite for risk, cold discipline, and a willingness to accept some casualties for the sake of the empire. Above all, brand-building requires knowledge of both the pitfalls and the opportunities lurking in every business decision you make. The care and feeding of brands is a battle without end; Brand Warfare will give you the strategic ammunition you need to win. A movie star like Tom Hanks talks openly about the importance of protecting the Tom Hanks brand. The State of Vermont thinks it's a brand, too and wants to keep out-of-state companies from borrowing the name "Vermont." Even the official exorcist