Brand Warfare

Offers a series of principles for improving a company's understanding of the concept of brand and brand usage. Tells why a good brand is needed to be competitive, when co-dependency between company and consumer is good, and what the two great threats are to good advertising, all based on the methods used by John Hancock.

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.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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Summary

Table of Contents

Supplemental Materials

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.

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Brand Warfare

Summary

Table of Contents

Supplemental Materials

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.

Digital License