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COPYRIGHT 2001 The Dallas Morning News
Byline: Leah Beth Ward
May 27--HANCOCK CEO OFFERS STRATEGY IN BRAND BATTLES: What's this? An insurance company CEO writing a book about branding? Insurance would seem to spell b-o-r-i-n-g when it comes to branding. But this is John Hancock.
David F. D'Alessandro, chief executive of John Hancock Financial Services Inc., has written Brand Warfare -- 10 Rules for Building the Killer Brand (McGraw-Hill, $24.95).
Mr. D'Alessandro, who spent his formative years in public relations, has written a readable book. Yes, we're a little tired of all these executive gurus and their...
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