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Title: A Quick Smart Read
Review: David D'Alessandro has written a great business book not only for what he says, but because of the timing of its publication.In the wake of the dot.com meltdown, D'Alessandro's rules for brand building are especially relevant given the vast sums of money misspent on commercials for Internet companies. While the ads were often clever and entertaining, very often they told you absolutely nothing about the cmpany's business.I liked the fact that this is a quick read, full of interesting anecdotes and recollections from D'Alessandro's career in marketing and public relations.I remember reading in the Boston press about Mr. D'Alessandro when he took on the scandal-plagued International Olympic Committee to force reforms, and thus protect the reputation of Olympic sponsors like John Hancock. It's clear why he's moved up the ranks to the top of the Hancock organizational chart. He's a brand warrior for the new millenium.
