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 organization if it is to succeed, but very often companies fail to understand the importance of this maxim. Based on interviews with fifty CEOs and key decision-makers, Fiona Gilmore distils the essence of many of our top brands. Top CEOs such as Michael Eisner of Disney and Chris Gent of Vodafone discuss the issues that are crucial to their success. They reveal:

• How companies can create brand architecture to maximize competitive advantage.
• Why the role of the brand is of fundamental importance in the age of e-commerce.
• Why service brands are critical for much of twenty-first-century business.

• How companies should deal with acquisitions.