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Wednesday Book Club: Brand Warfare
May 16, 2007
So, a few years ago I was on a beach in Aruba (all Blog entries should start like that, don’t you think? Or perhaps, “Earnest Hemingway and I were at a bar one night, and…”). Anywho, like I was saying before I interrupted my internal dialog, I was on a beach at the Marriott Vacation Club, shamelessly using their invitation for a free weekend and fully intending to laugh in the face of the poor soul giving the sales pitch, when I pulled out the business book I had brought along, Brand Warfare. Now, the problem with reading a thought-provoking book on vacation is that it makes you want to get up, rush to the airport, hop a plane, and implement the ideas you’ve just read. That is what Brand Warfare did to me.
Cool thoughts. It was written by David F. D’Allesandro and Michele Owens. He was CEO of John Hancock here in Boston many moons ago and worked to separate the company from the pack through building a unique brand. It is a “must read” for sales people who want to understand the need customers have to create a corporate identity and their role in the process.
As for Aruba, keep it. I don’t understand the attraction (other than the occasional topless bather, which is nice). Honestly, a constant gale-force wind that fires sand at you like bullets? Ooooo, that’s worth the $600 airfare right there!
Posted by Bill Farquharson on May 16, 2007 | Comments (0)
