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

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

by Frank Lane

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Overview

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

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!

Product Details

ISBN-13: 9781598691238
Publisher: Adams Media
Publication date: 04/28/2007
Pages: 224
Product dimensions: 5.50(w) x 8.50(h) x 0.60(d)

About 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.

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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