The omnipowerful brand
Subtitle: America's #1 brand specialist shares his secrets for catapulting your brand to marketing stardom
By: Frank Delano.
Publisher: AMACOM
Published: 1999
Place of publication: New York
Language: eng
Number of pages: 256
Subjects: Advertising -- Brand name products
Description: Mr. Delano is one of America's top branding strategists and the creative genius behind such superstar names as Oldsmobile's Intrigue sports sedan, Nissan's Pathfinder sport utility vehicle, Pfizer's Zoloft antidepressant, GMC's Yukon utility truck, and Primerica financial services. In The Omnipowerful Brand, he reveals a wealth of specific tips, insider secrets, and lessons from behind the scenes - more ready-to-work information than any other naming or branding book ever produced.

Step by field-tested step, Mr. Delano guides you through the seven proven principles and his own breakthrough process for branding companies, products, services, or business ventures. You'll find practical guidelines for channeling your creativity in productive directions. You'll learn to capture the essence of a product and then name that essence in a powerful, compelling way.

You'll be privy to the author's insight on how to avoid the "Misery Name" - and you'll discover crucial information on how to measure the appropriateness of the names you've developed and evaluate them for use and availability.
Notes: Includes index.