Stock your arsenal with brand weaponry
7/9/2001
This gutsy page-turner gets to the heart of brand power with ten easy-to-follow rules. Among them: "When it comes to sponsorships, there's a sucker born every 30 seconds" (Rule 5) and "Do not allow scandal to destroy in 30 days a brand that took 100 years to build" (Rule 7). D'Alessandro, the CEO of John Hancock Financial Services, and Owens, a professional writer, cover brand territory from banking to popcorn to sports. Their sharp advice is likely to resonate with managers who don't go anywhere near those particular specialties. Choice has created a whole new breed of consumers, the authors declare. "In the process, it raises the bar for anyone trying to sell them anything from a political idea to shampoo."