Brand warfare

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, with a sustained 20% annual rate of growth. 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…