One of the most debated issues in the business press is the topic of branding, and few executives are more able to effectively address this critical issue than David D`Alessandro. As CEO of John Hancock Financial Services, which The New York Times recently named as one of the world`s top ten brands, D`Alessandro has overseen the transformation of his company into a cutting-edge industry leader with an aggressive “brand first” philosophy. D`Alessandro now reveals the secrets that fueled John Hancock`s amazing successful brand strategy and provides advice that will prove invaluable to his fellow executives, marketers, and business owners.

While more than a quarter of its traditional competitors were going out of business, John Hancock, under the direction of marketing wizard David D`Alessandro, transformed itself from a sleepy old life insurer into a leading financial services giant. In Brand Warfare much-quoted maverick D`Alessandro provides the secrets to his winning brand strategy that anyone in business can use to become a brand icon and incredible bottom-line success. D`Alessandro introduces his “brand first” philosophy and explains why brand must always take top priority over every other business consideration. He describes how that philosophy helped inspire the innovations in distribution, advertising, technology, and product mix behind John Hancock`s astonishing transformation.

And he reveals how through a daring combination of marketing savvy and street smarts, managers and executives, marketing professionals and business owners can build their own “killer brand.” This book provides powerful lessons on how to build and sustain a successful brand, and a great company, in any industry.

About the authors:
David F. D`Alessandro was CEO of John Hancock Financial Service, a Fortune 500 company. As the youngest CEO in the company’s history, D’ Alessandro spearheaded the dramatic reinvention that lead The New York Times to list John Hancock as one of the top 100 brands of the twentieth century. Considered an expert on sports marketing, he is a regular on the Sporting News’ Annual list of the 100 most powerful people in sports. D’ Alessandro is regarded as one of the most successful and innovative marketers of our day.
Michele Owens is a former speechwriter for Governor Mario Cuomo of New York and Governor William Weld of Massachusetts. Ms. Owens has worked with David D’Alessandro on variety of projects since 1996.