The Omnipowerful Brand: America's #1 Brand Specialist Shares His Secrets for Catapulting Your Brand to Marketing Stardom
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Frank Delano, "The Omnipowerful Brand: America's #1 Brand Specialist Shares His Secrets for Catapulting Your Brand to Marketing Stardom"
Publisher: AMACOM | 1998-12-15 | ISBN 0814404596 | PDF | 256 pages | 1.72 MB
Publisher: AMACOM | 1998-12-15 | ISBN 0814404596 | PDF | 256 pages | 1.72 MB
THE OMNIPOWERFUL BRAND America's #1 Brand Specialist Shares His Secrets for Catapulting Your Brand to Market Success Sometimes a single word can make the difference between a runaway success and sure-fire death wish. Small, evocative, and extremely potent, the balance-tipper is the brand name. And that's good news. Because it means that any size company with a fabulous brand name can leap ahead of the mega-corporations. What's even better news is that naming products doesn't have to be a mysterious hit-or-miss proposition. With Frank Delano's masterful new guide, The Omnipowerful Brand, it's a clear-cut science. Delano is one of America's top branding strategists and the creative genius behind such superstar names as Nissan's "Pathfinder" sport utility vehicle, Pfizer's "Zoloft" antidepressant, GMC's "Yukon" utility truck, and "Primerica" financial services. In this book he completely reveals -- for the first time -- the secrets to finding a winning name. Step by meticulous step, Delano uncovers the seven proven principles and a breakthrough process for branding companies, products, services, or new business ventures. Readers learn how to channel creativity into productive directions; measure the appropriateness of the names developed; evaluate names for use and availability; and more. FRANK DELANO (New York, NY) is president and CEO of Delano & Young, Inc., a leading brand image and naming firm. He has created hundreds of product names, including such memorable brand names as Glaxo's "Ceftin" antibiotic, Polaroid's "Captiva" instant camera system, and Nissan's "Quest" minivan. His articles have appeared in Harvard Business Review, Advertising Age, ID Magazine, Crain Business, and other leading publications.
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