Brand Warfare: 10 Rules for Building the Killer Brand

Rule 1: It's the Brand, Stupid.

Rule 2: Codependency Can Be Beautiful - Consumers Need Good Brands As Much As Good Brands Need Them.

Rule 3: A Great Brand Message Is Like a Bucking Bronco - Once You're On, Don't Let Go.

Rule 4: If You Want Great Advertising, Be Prepared to Fight for It.

Rule 5: When It Comes to Sponsorships, There's a Sucker Born Every 30 Seconds.

Rule 6: Do Not Confuse Sponsorship with a Spectator Sport.

Rule 7: Do Not Allow Scandal to Destroy in 30 Days a Brand That Took 100 Years to Build.

Rule 8: Make Your Distributors Slaves to Your Brand.

Rule 9: Use Your Brand to Lead Your People to the Promised Land.

Rule 10: Ultimately, the Brand Is the CEO's Responsibility--and Everyone Else's Too