Description: Building on the success of Brand Warriors, the contributors to 'Warriors on the High Wire' demonstrate exactly why nothing is as important as managing the brand if a company is to prosper. The brand must be at the heart of an organisation if it is to succeed, but often companies fail to understand the importance of this maxim. Based on interviews with 50 CEOs and key decision-makers, Fiona Gilmore distils the essence of many of our top brands. Top CEOs such as Michael Eisner (Disney) and Chris Ghent of Vodafone, discuss the issues that are crucial to their success. They reveal: * How companies can create brand architecture to maximise competitive advantage. * Why the role of the brand is of fundamental importance in the age of e-commerce - to protect the franchise of the established players and to open the market to newcomers. * Why service brands are critical for much of twenty-first-century business. The mantra of organisational excellence, customer service and product innovation is not enough. Organisations have to find ways to involve the service deliverers in their brand. * How companies should deal with acquisitions. Acquisitions create untidy portfolios, and today's mega, cross-border deals create problems that are so complex that they can lead to a paralysis of indecision. Even the greatest brands sometimes lose their way and stumble. Fiona Gilmore reveals how and why this happens and offers insights and ideas that can be applied to any business - no matter what size - to achieve outstanding success in the new economy.

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