Summary of Career Warfare
10 Rules for Building a Successful Personal Brand and Fighting to Keep It
© 2004 McGraw-Hill
From corporate war stories, career truths emerge: be aware that everything matters in building your personal brand.
Every business person needs a cranky mentor who speaks from vast experience and offers lessons and examples about the skills necessary to realize their ambitions in various business cultures. Author David F. D’Alessandro is a marketing guru, and a skilled phrase maker and spin doctor. To his own surprise, he was offered a chair at the management table where the bottom line decisions get made on his way to becoming CEO of John Hancock Financial Services. In the framework of rules for personal branding and in the interest helping you play office politics successfully, D’Alessandro spins dozens of yarns that bring context and reality to a subject that is often speculated about by authors who have never really achieved the success their books describe. His advice is ruthlessly honest, pointed, witty, precise and ripe with polished anecdotes. For this reason getAbstract.com recommends this book to business persons anywhere on the corporate ladder who suspect their battle plan may be ready for a few new moves.
In this summary, you will learn
- A ruthlessly honest strategy for positively spinning the perception of your work;
- Why protecting your personal brand is critical to your success; and
- Real world examples and tools for preserving your brand throughout your career.
About the Authors
David F. D’Alessandro, a former marketing executive, is the chairman and chief executive officer of John Hancock Financial Services and is often credited with bringing the company into The New York Times’ top 100 brands of the twentieth century. He also wrote the bestseller Brand Warfare and he is a minority owner of the Boston Red Sox. Michele Owens is a freelance author, screenwriter and former speechwriter for Mario Cuomo.
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