In Brand Warfare, master brand-builder David D'Alessandro demonstrates definitively how brands should be handled and where many companies go wrong. At the same time, he creates a delightfully entertaining picture of the marketing business with anecdotes that include everything from trained crows to raw sides of beef. D'Alessandro has a keen sense of the absurdities of corporate life, balanced by a tremendous respect for the consumer. Together, these two qualities yield one of the most enjoyable and useful marketing books of recent memory.

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