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Killer Brands: Create and Market a Brand That Will Annihilate the Competition (PagePerfect NOOK Book) [NOOK Book]

Overview

In Killer Brands, marketing guru Frank Lane reveals his recognized three-step method to unlocking the marketplace and creating brands that annihilate the competition. His secrets?
  • FOCUS: how to find the one singular, differentiating, and powerfully compelling quality that will make your Killer Brand known-not because of what it says it does, but because it does what it says
  • ALIGNMENT: how to connect everything that you do in perfect harmony to...
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Killer Brands: Create and Market a Brand That Will Annihilate the Competition (PagePerfect NOOK Book)

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Overview

In Killer Brands, marketing guru Frank Lane reveals his recognized three-step method to unlocking the marketplace and creating brands that annihilate the competition. His secrets?
  • FOCUS: how to find the one singular, differentiating, and powerfully compelling quality that will make your Killer Brand known-not because of what it says it does, but because it does what it says
  • ALIGNMENT: how to connect everything that you do in perfect harmony to deliver that focus consistently time after time, making sure that nothing you do inadvertently detracts from that expectation
  • LINKAGE: how to make your Killer Brand synonymous with the product in the marketplace, so the consumer thinks of only your brand when the need arises
No matter if you're selling socks or software, by following these three tenets of branding, you're guaranteed to kill the competition and create a dynamic, thriving brand.
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Product Details

  • ISBN-13: 9781440516818
  • Publisher: F+W Media
  • Publication date: 4/12/2007
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 224
  • File size: 5 MB

Meet the Author

Frank Lane founded the company now known as FrankLane Ltd in 1981 after a sixteen-year career with major consumer products companies. Prior to that, Frank was president and chief operating officer of Neutrogena Products. In his three years there, sales doubled, profits doubled, and the company's stock market value increased 600 percent. Before Neutrogena, he held marketing posts at SC Johnson Wax, Procter & Gamble, and General Electric. He lives in Atlanta, GA. Frank is widely sought as a public speaker. He is chairman of the Kokopelli Institute for fertile business thinking and is co-chairman of Le Monde Demain, a global organization of business futurists.
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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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