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The BusinessWeek Best-Seller List


Ready to hit the trenches to defend your brand? David F. D'Alessandro, CEO of John Hancock Financial Services, arms readers with a battle plan in Brand Warfare, this month's No. 6 hardcover.

Drawing on years of experience, D'Alessandro offers 10 tips for nurturing a good brand--that is, one that "offers comfort, trust, convenience, and identity." Some basic concepts, including how to manage scandal, will already be familiar to marketing professionals. But D'Alessandro amuses and instructs with his bluntness: For instance, he says that "survival in the advertising game demands that the agencies learn how to flatter and milk their clients." Of greatest value to the brand warrior are his discussions of the successes and failures of such well-known outfits as Amazon (AMZN), Coca-Cola (KO), Nike (NKE), and his own John Hancock (JHF). And he says branding should aim not only at consumers but also at a company's employees: After all, "the best people want to work for the best brands."

By Karin Pekarchik

HARDCOVER BUSINESS BOOKS

1 WHO MOVED MY CHEESE? by Spencer Johnson, M.D. (Putnam $19.95) Learning to accept change. Last Month: 1, Months on List: 29

2 FAST FOOD NATION by Eric Schlosser (Houghton Mifflin $25) The bad news on burgers. Last Month: 2, Months on List: 3

3 FISH! by Stephen C. Lundin, PhD, Harry Paul, and John Christensen (Hyperion $19.95) Motivating employees the Pike Place Fish Market way. Last Month: 3, Months on List: 9

4 FIRST, BREAK ALL THE RULES by Marcus Buck-ingham and Curt Coffman (Simon & Schuster $26) A Gallup investigation into managerial success. Last Month: 4, Months on List: 25

5 NOW, DISCOVER YOUR STRENGTHS by Marcus Buckingham and Donald O. Clifton, PhD (Free Press $26) How to bolster your true talents. Last Month: 6, Months on List: 5

6 BRAND WARFARE by David F. D'Alessandro, with Michele Owens (McGraw-Hill $24.95) Brand-strengthening tactics, from a John Hancock executive. Last Month: --, Months on List: 1

7 THE TIPPING POINT by Malcolm Gladwell (Little, Brown $24.95) Discovering what turns an idea into a hot trend. Last Month: 9, Months on List: 15

8 GUNG HO! by Ken Blanchard and Sheldon Bowles (Morrow $20) How Walton Works No. 2 fired up its employees. Last Month: 8, Months on List: 26

9 THE OTHER 90% by Robert K. Cooper (Crown $24) Reach for the stars. Last Month: --, Months on List: 1

10 THE 21 IRREFUTABLE LAWS OF LEADERSHIP by John C. Maxwell (Thomas Nelson $22.99) A minister's down-to-earth rules. Last Month: 14, Months on List: 8

11 THE ART OF INNOVATION by Tom Kelley, with Jonathan Littman (Currency $26) Crafting breakthrough products the IDEO way. Last Month: 5, Months on List: 4

12 GETTING THINGS DONE by David Allen (Viking $24.95) Start by getting an in-box. Last Month: 13, Months on List: 5

13 HIGH FIVE! by Ken Blanchard and Sheldon Bowles (Morrow $20) Way to go, team! Last Month: 10, Months on List: 2

14 RAVING FANS by Ken Blanchard and Sheldon Bowles (Morrow $20) Turning customers into your biggest boosters. Last Month: 12, Months on List: 34

15 SMART COUPLES FINISH RICH by David Bach (Broadway $25) Learn to manage your money after you've walked down the aisle. Last Month: --, Months on List: 1

PAPERBACK BUSINESS BOOKS

1 RICH DAD, POOR DAD by Robert T. Kiyosaki, with Sharon L. Lechter, CPA (Warner $15.95) Teach your kids the rules of money that the rich play by. Last Month: 1, Months on List: 25

2 THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE by Stephen R. Covey (Fireside $14) Habitually popular. Last Month: 6, Months on List: 76

3 WHAT COLOR IS YOUR PARACHUTE? by Richard Nelson Bolles (Ten Speed Press $16.95) The en-during job-search bible. Last Month: 7, Months on List: 7

4 GETTING TO YES by Roger Fisher, William Ury, and Bruce Patton (Penguin $14) A Harvard team's step-by-step guide to conflict resolution. Last Month: 2, Months on List: 71

5 THE 9 STEPS TO FINANCIAL FREEDOM by Suze Orman (Three Rivers $13.95) Learn to save. Last Month: 5, Months on List: 6

6 THE ONE MINUTE MANAGER by Kenneth Blanchard, PhD, and Spencer Johnson, M.D. (Berkley $12.95) Management techniques in story form. Last Month: 4, Months on List: 57

7 THE MILLIONAIRE NEXT DOOR by Thomas J. Stanley, PhD, and William D. Danko, PhD (Pocket Books $7.99) The simple ways of the wealthy among us. Last Month: 9, Months on List: 33

8 RICH DAD'S CASHFLOW QUADRANT by Robert T. Kiyosaki, with Sharon L. Lechter, CPA (Warner $17.95) Move from job security to independence. Last Month: 8, Months on List: 14

9 RICH DAD'S GUIDE TO INVESTING by Robert T. Kiyosaki, with Sharon L. Lechter, CPA (Warner $19.95) Becoming rich, not merely comfortable. Last Month: 11, Months on List: 12

10 1001 WAYS TO REWARD EMPLOYEES by Bob Nelson (Workman $10.95) Brunch, anyone? Last Month: --, Months on List: 55

11 IRRATIONAL EXUBERANCE by Robert J. Shiller (Broadway $15.95) Has the stock market become a "natural Ponzi" scheme? Last Month: --, Months on List: 1

12 THE 48 LAWS OF POWER by Robert Greene (Penguin $15) Thoughts of power brokers distilled. Last Month: 14, Months on List: 7

13 DO WHAT YOU ARE by Paul D. Tieger and Barbara Barron-Tieger (Little, Brown $18.95) Base career choices on your personality. Last Month: --, Months on List: 1

14 ORDINARY PEOPLE, EXTRAORDINARY WEALTH by Ric Edelman (HarperBusiness $15) Tips from some regular folks who became rich. Last Month: 3, Months on List: 4

15 HOME BUYING FOR DUMMIES by Eric Tyson and Ray Brown (Hungry Minds $21.99) Getting your dream house. Last Month: --, Months on List: 14

BusinessWeek's Best-Seller List is based on a survey of chain and independent booksellers that carry a broad selection of books on economics, management, sales and marketing, small business, investing, personal finance, and careers. Well over 1,000 retail outlets nationwide are represented. Current rankings are based on a weighted analysis of unit sales in May.


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