This bestselling war-faring guide offers a series of principles for improving a company's understanding of the concept of brand and brand usage based on the met

From the best-selling author of Brand Warfare and outspoken former CEO of John Hancock David F. D'Alessandro, Career Warfare is a "how to succeed book" for the

FROM THE NATIONAL BESTSELLING AUTHOR OF BRAND WARFARE A genuine winner shows you how to stand out from the crowd As the youngest-ever CEO of John Hancock Financ

“A refreshing message . . . from someonewho has fought many corporate wars.”—The New York Times With the latest stories from D’Alessandro’s neverendin

Brand warfare is real. Guerrilla Marketing details the Colombian government’s efforts to transform Marxist guerrilla fighters in the FARC into consumer citize