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.
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