Powerful lessons on how to build and sustain your own "killer brand"
Creating and sustaining a good brand is the most complex and perilous task any business will ever face, yet nothing is as misunderstood. Under the direction of marketing wizard David D’Alessandro, John Hancock 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, D'Alessandro draws on his personal experience as a brand-builder and examples from America's smartest and most foolish corporations, developing principles that you can use in any market. At the same time, he creates an entertaining picture of the marketing business with anecdotes that convey a keen sense of the absurdities of corporate life, balanced by a tremendous respect for the consumer.
This tough-minded, funny, and refreshingly candid book gives you a proven roadmap for marketing success as you learn:
 *Why every business needs a good brand to compete *Why consumers need good brands as much as good brands need them *Why sycophancy from the agency and meddling from inside the company will sink your campaign every time *About sponsorship: how to avoid being taken, and how to make the investment pay for your brand *Why it's as important to market your brand to your employees as it is to your customers *Why every business decision should be filtered through the prism of the brand

Brand Warfare: 10 Rules for Building the Killer Brand

Business & Money

Owens, Michele

D'Alessandro, David F.

Management & Leadership

McGraw=Hill

A lively, passionate argument for the backyard vegetable garden, drawing on science, history, and stories from the author's garden. Our parents saw supermarkets and processed foods as the height of convenience. But nothing is more convenient than grocery shopping in the backyard. A vegetable garden offers the best defense against rising food prices, the most environmentally sound way to eat, and better exercise than any gym. It will turn anyone into a wonderful cook, since nothing tastes more vibrant than homegrown. And it can take less time every week than a trip to the supermarket. In Grow the Good Life, Michele Owens, an amateur gardener for almost two decades, makes an entertaining and persuasive case for vegetable gardens. She starts with two simple but radical ideas: Growing food on a small scale is easy, and it is absurdly rewarding. With her wry, funny, and accessible approach, Owens helps beginning gardeners overcome obstacles that keep them from planting a few seedlings every spring. She explains why dirt isn't dirty; the health benefits of growing one's own food; and that vegetable gardens are not antithetical to the frantic pace of modern life, but simple and undemanding if intelligently managed. Grow the Good Life is not just another how-to. Instead, it will teach you the true fundamentals of vegetable growing: how to fit a garden into your life and why it's worth the trouble.

Grow the Good Life: Why a Vegetable Garden Will Make You Happy, Healthy, Wealthy, and Wise

Crafts, Hobbies & Home

Gardening & Landscape Design

Rodale Books

Marketing & Sales

Amer Media Intl - McGraw Hill audio

The best-selling author and CEO of Hohn Hancock offers concrete advice on building a reputation that commands respect, coping with office politics, and surviving the less-than-sane aspects of any organization.

Career Warfare: 10 Rules For Building A Successful Personal Brand and fighting to keep it

Business Culture

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Books by Owens, Michele