Author David F. D'Alessandro, the CEO of John Hancock Financial Services, describes how to build and protect a brand name. With writing assistance from Michele Owens, he draws on stories from John Hancock and other companies to illustrate successful brand building as well as missteps along the way. Based on these stories, D'Alessandro summarizes the principles of brand building, such as being consistent, refreshing the brand to keep up with the times and sponsoring events that are in keeping with the brand's image. His basic principles are familiar: Use your brand as a powerful image that reflects your company and product's core identity. getAbstract likes D'Alessandro's breezy, personal style and conversational approach, which convey these ideas in a fresh way. If you haven't brushed up on your branding lately, this is a useful roundup of information, reminders and cautionary tales.
In this summary, you will learn
- How a brand name helps define the monetary value of your company;
- Why you risk losing customers if your branding is not relevant and consistent; and
- How brands help simplify consumers’ lives.
About the Authors
David F. D'Alessandro is CEO of John Hancock Financial Services, a Fortune 500 company. As the company's youngest CEO, he spearheaded its dramatic reinvention, which led the New York Times to list John Hancock as one of the top 100 brands of the 20th century. He is considered an expert on sports marketing, and is a frequent keynote speaker at events around the world, as well as a guest on TV programs, such as The Today Show and CNN News. Michele Owens is a former speechwriter for Governor Mario Cuomo of New York and Governor William Weld of Massachusetts.