In Brand Warfare, much-quoted maverick David D'Alessandro provides the secrets to his winning brand strategy that anyone in business can use to become a brand icon and incredible bottom-line success.



In Brand Warfare, D`Alessandro draws on his own remarkable run as a brand-builder, as well as the examples offered by both smart and most foolish corporations, to develop a series of simple principles that brand-builders can use in any market.

Tough-minded, funny, and refreshingly candid, Brand Warfare offers a road-map for success in a marketplace dominated by consumers who expect to be charmed as well as served by the products they buy.