Brand Warfare

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Brand Warfare

• 10 Rules for Building the Killer Brand
• David F. DAlessandro

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Rule 1

• Its the Brand, Stupid!

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Rule 2

• Codependency Can Be Beautiful
• Consumers Need Good Brands As Much As Good Brands
  Need Them

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Rule 3

• A Great Brand Message Is Like A Bucking Bronco
• Once Youre On, Dont Let Go

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Rule 4

• If You Want Great Advertising,
• Be Prepared To Fight For It

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Rule 5

• When It Comes To Sponsorships, Theres a Sucker
  Born
• Every 30 Seconds

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Rule 6

• Do Not Confuse Sponsorship
• With A Spectator Sport

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Rule 7

• Do Not Allow Scandal to Destroy in
• 30 Days a Brand That Took
• 100 Years to Build

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Rule 8

• Make Your Distributors
• Slaves to Your Brand

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Rule 9

• Use Your Brand to Lead Your People
• to the Promised Land

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Rule 10

• Ultimately, the Brand is the
• CEOs Responsibility And
• Everyone Elses Too

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Brand Warfare

• 10 Rules for Building the Killer Brand
• David F. DAlessandro
• CEO of John Hancock
• Fortune 100 Company
• McGraw-Hill Publishing
• 2001