A clever and humorous read for the average econ student.

books:


	• Brand Warfare: 10 Rules for Building the Killer Brand D'Alessandro McGraw-Hill, 2002 - 240 pages average customer review:based on 60 reviews view larger image
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Solid brand basics engagingly written

There's not a lot that's new here. This is good brand basics for beginners or for those who need a brush up. It is very accessibly written. The examples are clear, concrete and valuable. It's free of the irritating `brand' jargon that is so pervasive in many other books on the subject.

excellent!

This book is excellent! I can't ever think of any other way to explain how to build the killer brand.

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Captivating Read

As creative director of KREMEDIA: Experts in marketing, branding & design, it is imperative for myself to ensure that my business obtains higher knowledge from more experienced people in my field. D'Allessandro's book was highly inspirational and motivating, focussing upon information about the brand as a whole and drilling into elements that in many cases, one would not take into consideration. Highly recommended.

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A clever and humorous read for the average econ student.

I was pleasantly surprised by this book. I'm an economics student Santa Monica High School and when assigned a book report on the subject, I found most of the other books I was considering full of jargon and code words that made them confusing and somewhat daunting for me to pick up. Such is not the case with Brand Warfare. It's is extremely engagingly written, very lucid, and full of funny stories. The book also works because Mr. D'Allesandro is a major-league character and has a remarkably dynamic outlook on the world for a guy who runs a life insurance company. I'm probably not the target audience for this book, but I found it to fun and insightful and well worth the time.

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reviews: page 1, 2, 3, 4, 5, 6, 7, 8, 9, 10

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The BusinessWeek, Wall Street Journal, and New York Times business bestseller

"With its engaging voice and pullno-punches tone, this book stands out from the marketing crowd."Harvard Business Review

"D'Alessandro's book is witty, irreverent, and intensely practical. It is more than a book about brands, and contains many sound lessons for strategy and the role of leaders."Michael E. Porter, Harvard Business School

"Practical, psychologically astute, and clearly written, this book has much to offer business folk of all stripes."Publishers Weekly

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