The Omnipowerful Brand: America's No 1 Brand Specialist Shares His Secrets for Catapulting Your Brand to Marketing Stardom
Author: Frank Delano
List Price: $27.95
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ISBN: 0814404596
Publisher: AMACOM (January, 1999)
Sales Rank: 191,748
Average Customer Rating: 4.27 out of 5
Customer Reviews
Rating: 5 out of 5
I found the entire book captivating...
I would like to congratuate Frank Delano on writing "The Omnipowerful Brand" book. I found the entire book captivating and full of valuable information. I believe proper branding and brand image is key to being successful in the market place. Your book provides the headlights in guiding the development of successful brand names and how to build a powerful brand image. As my company is just starting up, "The Omnipowerful Brand" will be referenced for many years. Thank you for providing this valuable information. I hope my competition doesn't read it. --
Rating: 5 out of 5
Stardom? More Likely, Increased Visibility
According to Delano, "...the first half of this book is focused on the seven proven principles and a proven process to find a great brand name -- a brand name that launches the product, service, or business venture into the world's marketplace or replaces one that has proven to be a marketing dud....The book's second half is devoted to what it takes to build a great brand name into the omnipowerful brand -- a brand that transcends the very product that put it on the map."Delano delivers on this promise.
The "omnipowerful brand" is that which has the most appropriate name, that which transcends what it is and does, and that which (in effect) takes on a life of its own. It has its own distinctive personality. Some names become generic: "Xeroxing" can be accomplished on several different brands of photocopiers. Some names have a permanent association with their company: "AAdvantage" with American Airlines. (What are the names of the other major airlines' frequent flier programs?) Names are important. For Delano, the naming of any product or service is critically important. However, great names are essentially worthless if they are misnomers: failing to be and/or do what they explicitly or implicitly promise.
In the final chapter, Delano observes: "America's best-run companies...pay close attention to all the key elements that affect the health and vigor of their most prized asset -- the brand....The best news of all is that the omnipowerful brand is within reach of every company regardless of its size or business sector." Even companies with little (if any) money to spend on advertising can still derive substantial benefit from The Omnipowerful Brand. It will help them to answer such basic questions as these: We know who we are and what we sell but what is our brand? What makes it unique? How can we nourish and strengthen it? How can we leverage it? The answers to these questions will help any company as continues to orbit in a perilous galaxy.
Rating: 1 out of 5
Give me a break...
If you want to learn about what "branding" god Delano is, read this book. If you are interested in branding, advertising etc., read just about anything else.
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