Brand warriors on the cables

Author: [UK] Fiona Gilbertmore
Publisher:
Publish Date: 2002-09-01
Features: Following the success of the author's book "Brand Warriors," "Brand Warriors on the Tightrope" accurately reveals why brand management is the most crucial factor for a company's prosperity. For a brand to succeed, it must be at the very core of the entire company. However, some companies fail to understand the importance of this truth. Based on interviews with 50 CEOs and key decision-makers, Fiona Gilbertmore distills the essence of many top brands. In the book, CEOs such as Michael Eisner of Disney and Chris Chant of Vodafone, along with other influential leaders, share the reasons behind their remarkable success and provide answers to the following questions. How do companies achieve maximum competitive advantage by establishing brand structures? How do market participants in the existing market protect their sales territory, and how do new market participants break into the market? The fundamental importance of the role of brands; Even the most renowned brands can sometimes stray off course. Fiona Gilbertmore explains how mistakes occur and how they can be avoided.