Publisher: HarperCollins, 1997, 237 pages
The companies rated by marketers as the rising stars for the future are those with very clearly positioned, confident corporate brands.
Yet not all companies these days consider it important enough to nurture their brands. Instead they spend their resources in the losing battle against increasing costs and decreasing margins.
With people more brand conscious than ever, what's going on?
'Brand Warriors' brings together some of the top brand custodians in the business to talk about the strategies they employ to put their brands in the lead and keep them there. Archie Norman of Asda, Bob Ayling of British Airways, Robert Holloway of Levi's, Alain Evrard of L'Oreal and C.H. Tung of OOCL are just some of the high profile contributors who, in a series of revealing chapters, discuss the crucial aspects of:
Championing the brand is at the heart of winning business strategies. Nothing is as important if a company is to prosper. These highly readable perspectives, written from the frontline, provide penetrating insights — based on proven success — that no business leader can afford to ignore.
A lot of case studies. Maybe fun if you work in the subject area, but otherwise skip it.