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ISBN10: 0071398503 | ISBN13: 9780071398503

Brand Warfare: 10 Rules for Building the Killer Brand, 1st Edition

ISBN10: 0071398503
ISBN13: 9780071398503
By David D'Alessandro

© 2003 Published August 23, 2002

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Rule 1: It's the Brand, Stupid.

Rule 2: Codependency Can Be Beautiful - Consumers Need Good Brands As Much As Good Brands Need Them.

Rule 3: A Great Brand Message Is Like a Bucking Bronco - Once You're On, Don't Let Go.

Rule 4: If You Want Great Advertising, Be Prepared to Fight for It.

Rule 5: When It Comes to Sponsorships, There's a Sucker Born Every 30 Seconds.

Rule 6: Do Not Confuse Sponsorship with a Spectator Sport.

Rule 7: Do Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Build.

Rule 8: Make Your Distributors Slaves to Your Brand.

Rule 9: Use Your Brand to Lead Your People to the Promised Land.

Rule 10: Ultimately, the Brand Is the CEO's Responsibility--and Everyone Else's Too

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