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Title: Brand Warfare: 10 Rules for Building the Killer Brand by David F. D'Alessandro ISBN: 0-07-139850-3 Publisher: McGraw-Hill Trade Pub. Date: 23 August, 2002 Format: Paperback Volumes: 1 List Price(USD): $14.95 |
Average Customer Rating: 3.56 (54 reviews)
Rating: 3
Summary: A few good moments, but only a few
Comment: The good news is, Mr. D'Alessandro "gets" and communicates that a brand is about far, far more than simply the name of a company or product. The bad news is, this book is more of a fluffy accolade to John Hancock's marketplace decisions than a real business book. His "10 rules" seem to serve simply to set the stage for stories about John Hancock, rather than being even an outline for overall healthy brand development (two rules about sports sponsorships - and how many companies actually face THAT issue?).
However, there's good information on the value of consistency in action and communication for the brand, and a great, strong message about support of the brand being the responsibility of every employee. A few interesting brand examples (and a few REALLY tired ones - c'mon, Tylenol and Nike?) also add some depth to the rules.
Overall - sorry Amazon - I say it's worth borrowing for your next plane ride (1 1/2 hour read), but not worth adding to your library.
Rating: 4
Summary: The Commensensical Reiterations
Comment: Going into D'Alessandro's 10 rules for building a successful brand is the first-the brand takes precedence over any executive's arrogance or pride of the brand name. Over the course of the book, he discusses how to help the company grow with a good and untainted image. Ex: Do not allow a scandal to ruin the brand in using the example of Perriere. Admit when you're wrong, or conversely prove your innocence. And that if you're employees believe their brand is the best, they will be motivated to accomplish more than they think they can.
D'Alessandro's book compares to Kiyosaki's horrible writings in their writing style which is very lax and free flowing of thought. What sets Brand Warefare very much above Kiyosaki is the well-timed use of anecdotes and more sophisticated diction which doesn't repeat the same thing over 100 times. There was not one chapter in which D'Alessandro did not refer to John Hancock- eventually becoming played out. This is a good starter book on brand marketing-giving a pretty good overview of what may seem to be common sense yet executives forget these rules all the time.
Rating: 5
Summary: Every Business Person Should Read This Book. Powerful.
Comment: While this is a short book and easy to read, it does not lack substance. Being in advertising and marketing, I know the value of a brand. But as D'Alessandro points out in his book, branding is the business of everyone in an organization.
This book would be of value to a CEO of a large organization and all of its employees or the owner of a one-person shop and all advertising people. Branding, after all, is something everyone is responsible for. It is not the exclusive domain of the ad agency.
The book shows how a large, well-known brand can lose market share overnight to an Internet start up. There is much in this book that will be of great value to you if you want to be a well-respected brand --- whether you are a big business or a one-person brand.
Susanna K. Hutcheson
Owner & Executive Copy Director
Powerwriting.com LLC
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