Page 3 - Executive Warfare

and clearly written, this book has much to offer
businessfolk of all stripes.”
—Publishers Weekly

“Ready to hit the trenches to defend your brand?
David F. D’Alessandro, CEO of John Hancock
Financial Services, arms readers with a battle plan
in Brand Warfare. Drawing on years of experience,
D’Alessandro offers 10 tips for nurturing a good
brand—that is, one that ‘offers comfort, trust, con-
venience, and identity.’Some basic concepts, includ-
ing how to manage scandal, will already be familiar
to marketing professionals. But D’Alessandro
amuses and instructs with his bluntness. For
instance, he says that ‘survival in the advertising
game demands that the agencies learn how to flat-
ter and milk their clients.’ Of greatest value to the
brand warrior are his discussions of the successes
and failures of such well-known outfits as Amazon,
Coca-Cola, Nike, and his own John Hancock. And
he says branding should aim not only at consumers
but also at a company’s employees. After all, ‘the
best people want to work for the best brands.’”
—BusinessWeek

“D’Alessandro is that refreshing rarity: a business-
man who tells it like it is. And he does just that in
his gripping new page-turner, Brand Warfare.”
—Chicago Sun-Times