Killer Brands: Create and Market a Brand That Will Annihilate the Competition

Overview

In today's saturated marketplace, consumers are inundated with too many choices. Only the strongest brands will capture attention, and only those Killer Brands will beat the competition. The losers eventually disappear from the marketplace, and the market share and profits go to the victor! Branding expert Frank Lane presents the three simple but essential principles of brand power to launch any successful product. Focus, Alignment, and Linkage represent an entirely new way to look at creating and marketing the ...

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Killer Brands: Create and Market a Brand That Will Annihilate the Competition

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Overview

In today's saturated marketplace, consumers are inundated with too many choices. Only the strongest brands will capture attention, and only those Killer Brands will beat the competition. The losers eventually disappear from the marketplace, and the market share and profits go to the victor! Branding expert Frank Lane presents the three simple but essential principles of brand power to launch any successful product. Focus, Alignment, and Linkage represent an entirely new way to look at creating and marketing the Killer Brand. Focus is the compelling promise that a product is unique. Alignment is the marketing actions that are consistent with this promise. Linkage is the guarantee of the product design, packaging, and brand name. Dominate the marketplace with the help of Frank Lane and Killer Brands!

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Product Details

  • ISBN-13: 9781598691238
  • Publisher: Adams Media
  • Publication date: 4/28/2007
  • Pages: 224
  • Product dimensions: 5.50 (w) x 8.40 (h) x 0.70 (d)

Meet the Author

Frank Lane has been a marketing/branding consultant since 1981. His clients include: Arm & Hammer, Coca Cola, SC Johnson Wax, Quaker, Kodak, Microsoft, Citibank, and American Express Financial Advisors. In his 7 years with SC Johnson Wax, the laundry products/Air Freshener group posted a 250 per cent sales increase, and 500 percent profit increase. His group was responsible for bringing 9 new products to the market, including Shout.

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Table of Contents


Introduction     xi
Why You Should Want a Killer Brand
The Power of a Killer Brand     3
Control the Chain of Choice     17
Understand Expectation, and How Your Marketplace Really Works     25
The First Step: Killer Focus
Find a Killer Focus     41
Differentiate Your Focus     55
Sustain Your Differentiation as Long as Possible     71
The Second Step: Killer Alignment
Align Everything You Do     89
Brand Fundamentals and Brand Mechanics     101
Execute on Strategy Without Exception     115
The Third Step: Killer Linkage
Execute Killer Linkage     135
Keep It Simple and Clear     153
Reinforce Linkage at Every Chance     165
What to Do-and What Not to Do
Don't Confuse Your Prospects     173
Now, Put It All Together     185
Conclusion: What We Have Learned Together     199
Brand Index     201
General Index     205
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Sort by: Showing all of 6 Customer Reviews
  • Anonymous

    Posted May 3, 2008

    Killah Brands

    I read dozens of books each year in order to improve our business. Killer Brands is one of the best books that I have ever read in regards to branding and product positioning. Frank Lane's 'Brand Study' examples are relevant and insightful. Several months later, I still reference back to certain chapters. Lane's 'Brand Backbone Strategy' is a great business plan template that everyone should complete. With so many titles out there, Killer Brands stands head and shoulders above the rest.

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  • Anonymous

    Posted May 5, 2008

    Put this at the top of your 'Must Read' list!

    It doesn't get much clearer than this. 'Killer Brands' gives you all the tools necessary to work through the stages of brand development. Follow Frank Lane's outline for your brand's 'Backbone' and you'll be amazed at how many things you HAVEN'T thought of. Best of all, this book gets you excited! Finally, an industry insider is sharing the secrets you really want to know. If you put in the time, 'Killer Brands' will teach you how to make your brand stand out.

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  • Anonymous

    Posted April 3, 2008

    Fantastic....I have my 'Focus' Thanks Frank !

    Am a small business owner I read as much as I can. Purchased this in the store after reading the author's own history of success with multiple nationally recognized brands . Mr. Lane uses entertaining and clear examples that I could relate to, understand, and apply to my product. I am able to pinpoint my brand's 'focus' and plan to get my product on track to be 'killer'. With new found clarity about my brand...everything is going to fall into place and my hard work is going to pay off. I can see it. Thanks Frank !!

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  • Anonymous

    Posted December 7, 2007

    Wow you need to read this book today!

    For anyone that has or is getting ready to start a business this book is a must read. Frank Lane's writing and use of real brand stories makes for easy absorption of the straightfoward concepts that make up a killer brand. His track record is certainly befitting of someone who has created brands that are to be admired. I am recommending and buying this book for a few business minds for the holidays. Great read and a must for anyone who wants a guide to creative branding that succeeds.

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  • Anonymous

    Posted June 19, 2007

    A Killer Book on Creating Killer Brands!

    Currently, I have over 8 different marketing/branding books on my small desk writing this review. I recently picked up Killer Brands and it helped crystallize many concepts in the branding world that are often overlooked. As a matter of fact, I use Killer Brands as my number #1 reference! This book will give you tools and insight to create your Killer Brand (seriously). Frank Lane does a masterful job of explaining key concepts in easily understandable and memorable ways. Through his book you will learn how to truly Focus, Align and Link your product in ways that will devastate your competition.

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  • Anonymous

    Posted July 31, 2007

    Buy this book now

    This book is a must-read for anyone interested in promoting a product or service. After reading this book, you will never look at advertising the same way again. You will be able to spot a good campaign in a world filled with mediocre ones, and you will understand how to communicate to your customers in a way that is clear and productive. With many examples to show principles and explain why killer brands rise over the others, Frank Lane offers all the tools you need to take your business and brand to the highest level. The theory presented is simple but obviously logical and effective. It is fun and easy to read. You will be very glad to you invested in this book.

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