Brand Warfare

By David F. D'Alessandro

Review

David F. D'Alessandro is not an author so much as a doer. He has experience and it shows. The book is an interesting read, and a must read from the marketing standpoint. No cliches here.

Contents

BRAND WARFARE

10 RULES FOR BUILDING THE KILLER BRAND

Rule 1 : It's the Brand, Stupid

Rule 2 : Codependency Can Be Beautiful - Consumers Need Good Brands As Much An Good Brands Need Them

Rule 3 : A Great Brand Message Is Like a Bucking Bronco - Once You're On, Don't Let Go

Rule 4 : If You Want Great Advertising, Be Prepared to Fight for It.

Rule 5 : When It Comes to Sponsorships, There's a Sucker Born Every 30 Seconds

Rule 6 : Do Not Confuse Sponsorships with a Spectator Sport

Rule 7 : Do Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Build.

Rule 8 : Make Your Distributors Slaves to Your Brand

Rule 9 : Use Your Brand to Lead Your People to the Promised Land

Rule 10: Ultimately, the Brands Is the CEO's Responsicility - and Everyone Else's Too