{"product_id":"brand-warfare-by-david-f-dalessandro-former-ceo-of-john-hancock","title":"Brand Warfare by David F. D'Alessandro, former CEO of John Hancock","description":"\u003ch2\u003eBook Summary\u003c\/h2\u003e\n\u003cp data-start=\"181\" data-end=\"332\"\u003e\u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eIn \u003cem data-start=\"3\" data-end=\"18\"\u003eBrand Warfare\u003c\/em\u003e, David F. D'Alessandro, former CEO of John Hancock Financial Services, presents a compelling argument for the paramount importance of branding in business success.\u003c\/span\u003e \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eDrawing from his extensive experience in advertising and public relations, D'Alessandro emphasizes that a brand is not merely a logo or slogan but the entire perception a customer holds upon encountering a company's name\u003c\/span\u003e \u003cspan class=\"\" data-state=\"closed\"\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp data-start=\"334\" data-end=\"412\"\u003e\u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eThe book outlines ten strategic rules to build and maintain a powerful brand:\u003c\/span\u003e\u003c\/p\u003e\n\u003col data-start=\"414\" data-end=\"1476\"\u003e\n\u003cli data-start=\"414\" data-end=\"485\"\u003e\n\u003cp data-start=\"417\" data-end=\"485\"\u003e\u003cstrong data-start=\"417\" data-end=\"443\"\u003eIt's the Brand, Stupid\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003ePrioritize brand identity above all else.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"486\" data-end=\"564\"\u003e\n\u003cp data-start=\"489\" data-end=\"564\"\u003e\u003cstrong data-start=\"489\" data-end=\"522\"\u003eCodependency Can Be Beautiful\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eRecognize the mutual dependence between consumers and brands.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"565\" data-end=\"660\"\u003e\n\u003cp data-start=\"568\" data-end=\"660\"\u003e\u003cstrong data-start=\"568\" data-end=\"618\"\u003eA Great Brand Message Is Like a Bucking Bronco\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eCraft a compelling and memorable brand message.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"661\" data-end=\"768\"\u003e\n\u003cp data-start=\"664\" data-end=\"768\"\u003e\u003cstrong data-start=\"664\" data-end=\"726\"\u003eIf You Want Great Advertising, Be Prepared to Fight for It\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eAdvocate for creative and effective advertising strategies.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"769\" data-end=\"887\"\u003e\n\u003cp data-start=\"772\" data-end=\"887\"\u003e\u003cstrong data-start=\"772\" data-end=\"845\"\u003eWhen It Comes to Sponsorships, There's a Sucker Born Every 30 Seconds\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eBe discerning in sponsorship opportunities.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"888\" data-end=\"986\"\u003e\n\u003cp data-start=\"891\" data-end=\"986\"\u003e\u003cstrong data-start=\"891\" data-end=\"944\"\u003eDo Not Confuse Sponsorship with a Spectator Sport\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eEngage actively in sponsorships to maximize impact.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"987\" data-end=\"1115\"\u003e\n\u003cp data-start=\"990\" data-end=\"1115\"\u003e\u003cstrong data-start=\"990\" data-end=\"1073\"\u003eDo Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Build\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eProtect your brand's reputation diligently.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"1116\" data-end=\"1208\"\u003e\n\u003cp data-start=\"1119\" data-end=\"1208\"\u003e\u003cstrong data-start=\"1119\" data-end=\"1166\"\u003eMake Your Distributors Slaves to Your Brand\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eEnsure consistency in brand representation across all channels.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"1209\" data-end=\"1313\"\u003e\n\u003cp data-start=\"1212\" data-end=\"1313\"\u003e\u003cstrong data-start=\"1212\" data-end=\"1271\"\u003eUse Your Brand to Lead Your People to the Promised Land\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eAlign internal culture with brand values.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"1314\" data-end=\"1476\"\u003e\n\u003cp data-start=\"1318\" data-end=\"1476\"\u003e\u003cstrong data-start=\"1318\" data-end=\"1395\"\u003eUltimately, the Brand Is the CEO's Responsibility—and Everyone Else's Too\u003c\/strong\u003e – \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eFoster a company-wide commitment to brand integrity\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003ch2\u003e\u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eAbout the Author\u003c\/span\u003e\u003c\/h2\u003e\n\u003cp data-start=\"1633\" data-end=\"1921\"\u003e\u003cstrong data-start=\"1633\" data-end=\"1658\"\u003eDavid F. D'Alessandro\u003c\/strong\u003e is a seasoned executive and branding expert, best known for leading John Hancock Financial Services through a significant brand transformation. \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eUnder his leadership, the company not only revitalized its brand but also achieved sustained growth and recognition in the financial sector.\u003c\/span\u003e \u003cspan class=\"relative -mx-px my-[-0.2rem] rounded px-px py-[0.2rem] transition-colors duration-100 ease-in-out\"\u003eBeyond his corporate achievements, D'Alessandro is a sought-after speaker and author, sharing his insights on branding and leadership with audiences worldwide.\u003c\/span\u003e\u003c\/p\u003e","brand":"Best Of Used Books","offers":[{"title":"Used","offer_id":46392756535553,"sku":"34IBY924H-Used","price":199.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0421\/4299\/0495\/files\/1_b19fe971-57fe-4ba7-80dc-16836823f9e0.jpg?v=1749794326","url":"https:\/\/bestofusedbooks.com\/products\/brand-warfare-by-david-f-dalessandro-former-ceo-of-john-hancock","provider":"Best Of Used Books","version":"1.0","type":"link"}