Book of the Week: David F. D'Alesandro “Brand Wars. 10 rules for creating an invincible brand "

David F. D'Alesandro is considered one of the most insightful, inventive and reputable brand managers of American business. Former General Director, Chairman of the Board of Directors and President of John Hancock Financial Services, D'Alalesandro managed to turn the oldest financial institution into a modern company that can quickly and effectively respond to any market challenges, satisfy the obvious and non -coolate desires of his customers and successfully compete with young brands and businessmen of a new wave, not Losing his centuries -old reputation.

Despite his exceptional achievements, d'Alalesandro resisted the temptation to turn into an arrogant and blooming guru, as many other honored marketing veterans did. On the contrary, in his book - the national, by the way, the bestseller - the functions of an all -knowing and uncompromising mentor, he prefers the role of an attentive, ironic and wise interlocutor, not so much teaching the reader as pushing him to independent discoveries. The exact formulations of the principles of brand management in the composition of D'Alalesandro are interspersed with interesting stories from corporate practice, which allow you to better understand the mechanism of work proposed by the author of marketing ideas.

Marketers, especially prone to reflection at the workplace, love to compete in the invention of high -pairing aphorisms. “A successful brand should be primarily human”; “The best brands are always artistic, and artistry implies work with the legend,” and so on. All these angry mantras, to put it mildly, are tired. D'Alesandro also loves the game of the mind, but for some reason it is his theses that do not cause irritation and distrust. A rare author, the elegant figures of whose speech do not seem to be empty -back, but, on the contrary, are extremely informative, supported by memorable examples and weighty arguments and are extremely creditive.

The main value of the book is that d'Alalesandro relys in it on the John Hancock advertising campaign, which lasted twenty years. The reader learns how the presidential race, the Olympic games, the boom and the collapse of the dotcomes, the ideologically conflicts of different generations of Americans, the war in the bay, the approval of new beauty standards in the fashion business, the social recognition of the right to same -sex love and the banal geographical factor - there are a lot of state, and different people live in the business.

In addition, the narrator managed to unite the different chapters of his textbook-guide to a single plot idea, turning scientific and methodological work into an almost artistic, bright and energetic narrative. In Brand Warfare, this idea is the concept of representing the market struggle of corporations as a kind of Erzatz-Water-a tough, but limited by certain rules of sports, dividing its participants into winners and losers. This simple plan allows the author, on the one hand, to gradually and thoroughly arm readers (entrepreneurs, venture investors, brand managers, PR-agents, marketers, leaders) before their personal war for the brand. And on the other hand, with each page, to charge them with energy and passion, which makes them break into battle without even reading the book.

Disadvantages: The ideology of brand management worries the author significantly more than the mechanics of this difficult and sometimes routine work. This is a book about strategic thinking, not operational management, and is addressed, first of all, to those who imagine themselves to be generals of business. However, there is a suspicion that most readers of such literature in marketing are not generals at all, but ordinary soldiers and younger officers. So, how to rush to the highest ranks, D'Alalesandro does not explain. His tips are good only if you have already given a card blanche. Or you are a director and are engaged in your own brand.

Note: The book is ideal for language training. Firstly, it is very easy to read in English. Secondly, the text is saturated with witty idioms and curious comments on American culture of the late last century. Excellent reading for those who want to not only take up in marketing, but also understand how to use the history of the country in brand management, the temperament of residents of different regions and national values ​​in general.

For whom is this book: for owners, leading marketers of B2C organization and enthusiasts, ready to play business, as in war. Read that if you share the author’s conviction that every best brand is a sincere passion for the creation of outstanding things and services, a huge desire to compete and a heroic need to constantly test your will for strength. Do not read if you are already tired of such a philosophy and look for more pragmatic literature.

Publisher: "Peter", 2002.