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David F. D'Alessandro Biography

David F. D'Alessandro

David F. D’Alessandro (born January 6, 1951, Utica, New York) is a former Fortune 200 Chief Executive Officer (CEO) and the author of three best-selling business books. While rising through the ranks and serving as chairman and CEO of John Hancock Financial Services, he guided the company through a period of diversification, growth, and transformation from a private mutual company to a major public corporation.

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David F. D'Alessandro Quotes

It is not easy to build a great brand. It takes leadership to persuade the rest of the company to follow your vision. It takes an artistic sense of proportion and timing. It takes a ruthless willingness to distinguish yourself from competing brands and, hopefully, bury them in the process.

Artistic, Follow, Persuade, Sense, Timing, Vision

Every brand builder will face a million temptations to obscure, dilute, or confuse his or her brand message. These temptations fall under two general headings: boredom and the desire for growth.

Boredom, Dilute, Fall, General, Obscure, Two

The great lesson of the Internet revolution is not that people never want personal service, just that they won't pay for personal service that does not add real value to the transaction.

Add, Doe, Pay, People, Real, Revolution

A business based on brand is, very simply, a business primed for success.

Brand, Brands, Business, Primed, Simply, Success

While the importance of a strong brand is widely understood, nothing is as misunderstood in American business as the question of how to use it.

American, Misunderstood, Strong, Use, Widely

Brand is everything, the stuff you want to communicate to consumers and the stuff you communicate despite yourself.

Communicate, Consumers, Stuff, Want

Good brands do three things for highly stressed out consumers: 1. They save time. 2. They project the right message. 3. They provide an identity.

Consumers, Good, Highly, Identity, Stressed, Three

Do not allow your enemy to define you. Because if you allow yourself to be defined negatively, nothing positive you say about yourself will register.

About Yourself, Enemy, Nothing, Positive, Register, Say

It's not fair, but it's not entirely wrong to presume that the more capable people will come from the better brand.

Brand, Brands, Capable, Come, Fairs, People

Finding an excuse not to buy a brand can be just as enjoyable as finding an excuse to buy one. That, too, is human nature.

Buy, Enjoyable, Excuse, Human Nature, Nature

The truth is the best brands, like the most interesting people, have a keen sense of self.

Interesting, Keen, People, Self, Sense

The real lesson Orville (Redenbacher) taught me was the power of a good brand to trump all rhyme or reason in the marketplace.

Good, Lesson, Lessons, Real, Taught

A strong brand is the only thing that can tip the balance of power between distributors and a manufacturer back into the manufacturer's favor.

Back, Balance, Brand, Favors, Manufacturer, Strong