David D'Alessandro - Brand Warfare

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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 





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