Try free for 30 days

Preview

1 credit a month to buy any audiobook in our entire collection.
Access to thousands of additional audiobooks and Originals from the Plus Catalogue.
Member-only deals & discounts.
Auto-renews at $16.45/mo after 30 days. Cancel anytime.

Brand Warfare

By: David D'Alessandro, Michele Owens
Narrated by: Grover Gardner
Try Premium Plus free

$16.45 per month after 30 days. Cancel anytime.

Buy Now for $16.99

Buy Now for $16.99

Pay using voucher balance (if applicable) then card ending in
By confirming your purchase, you agree to Audible's Conditions Of Use and Privacy Notice and authorise Audible to charge your designated credit card or another available credit card on file.

Publisher's Summary

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 D’Alessandro, John Hancock transformed itself from a sleepy old life insurer into a leading financial services giant, with a sustained 20 percent 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 road map 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

Please note: This is an historical recording. The audio quality represents the technology of the time when it was produced.

©2006 David F. D’Alessandro (P)2005 McGraw Hill-Ascent Audio

What listeners say about Brand Warfare

Average Customer Ratings

Reviews - Please select the tabs below to change the source of reviews.

In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.