The Omnipowerful Brand: America's #1 Brand Specialist Shares His Secrets for Catapulting Your Brand to Marketing Stardom

514 Pages·1998·4.17 MB·English

by  Frank Delano

The Omnipowerful Brand

The Omnipowerful Brand : America's #1
Brand Specialist Shares His Secrets for
title:
Catapulting Your Brand to Marketing
Stardom
author: Delano, Frank.
publisher: AMACOM Books
isbn10 | asin: 0814404596
print isbn13: 9780814404591
ebook isbn13: 9780585028385
language: English
subject Advertising--Brand name products.
publication date: 1999
lcc: HF6161.B4D45 1999eb
ddc: 659.1
subject: Advertising--Brand name products.
America's #1 Brand Specialist Shares His Secrets for
Catapulting Your Brand to Marketing Stardom
Frank Delano
A
MACOM
American Management Association
New York Atlanta Boston Chicago Kansas City San Francisco Washington, D.C.
Brussels Mexico City Tokyo Toronto
This book is available at a special discount when ordered in bulk quantities. For
information, contact Special Sales Department, AMACOM, an imprint of AMA
Publications, a division of American Management Association, 1601 Broadway,
New York, NY 10019.
This publication is designed to provide accurate and authoritative
information in regard to the subject matter covered. It is sold with the
understanding that the publisher is not engaged in rendering legal,
accounting, or other professional service. If legal advice or other
expert assistance is required, the services of a competent professional
person should be sought.
Library of Congress Cataloging-in-Publication Data
Delano, Frank.
The omnipowerful brand: America's #1 brand specialist shares his
secrets for catapulting your brand to marketing stardom / Frank
Delano.
p. cm.
Includes index.
ISBN 0-8144-0459-6
1. AdvertisingBrand name products. I. Title.
HF6161.B4D45 1998
659.1dc21 98-20739
CIP
© 1999 Frank Delano. Ail rights reserved. Printed in the United
States of America
This publication may not be reproduced, stored in a retrieval system,
or transmitted in whole or in part, in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise,
without the prior written permission of AMACOM, an imprint of AMA
Publications, a division of American Management Association, 1601
Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1
Page v
Contents
Acknowledgments ix
Introduction xiii
I. In Pursuit of a Great Brand Name 1
1 A Brand Name With No Boundaries 3
2. The Current Process 7
An Outdated and Unproductive Approach 7
Why Ad Agencies Often Fail at Brand Naming 12
Why Not to Rely on Computer-Generated Names 16
When Market Testing of Names Is a Waste of Time 17
and Money
3 A New Understanding: The Brand Name as King 19
A Wake-Up Call 20
The Brand Name Today 21
The Name Team 21
In Search of That Elusive Word or Syllable 22
The Trademark Attorney 25
The Need for a Proven Process in Brand Naming 30
The NameVoyage Electronic Naming Process 30
Page vi
4 Secrets to Naming Products and Companies 34
The Passion, Hard Work, and Visualization It Takes 34
The Importance of Phonetics 37
What Works 40
What Doesn't Work 44
5. The Seven Proven Principles 47
The Omnipowerful Brand Name 48
Questions to Ask Yourself 49
The Misery Name 64
6 A Proven Process 70
Getting Started 70
Avenues for Brand Name Exploration 71
Defining the Do's and Don'ts 72
Defining the Target Buyers and the Competition 75
The Sexual Profile 77
The Best Two Languages for Brand Name Creation 78
The Actual Creation of Brand Names 79
Image Mapping 81
Returning to the Seven Proven Principles 83
Language Reviews 84
Testing Your Best Names With Target Buyers 85
Filing "Intent to Use" Trademark Applications 90
The Presentation of the Finalist Names 100
Launching the Omnipowerful Corporate Identity 115
Makeover
The Launching of an Omnipowerful Brand Name 123
II. Building a Great Brand Name Into the 129
Omnipowerful Brand: Lessons From American and
European Companies
7 The Making of "The Omnipowerful Brand" 131
Building the Brand Through People 132
Page vii
Staying Consistent With the Brand Name's Image 137
Being Creative and Daring 139
A Proven Process for Packaging the Brand 143
Never Taking On Anything Second-Rate 150
Nothing Like an Innovative Product to Build the 158
Omnipowerful Brand
The Unexpected Little Things That Add Up to a Big164
Brand Statement
Supporting the Product's Integrity 179
8 Advertising That Builds the Brand 196
The Identifiable Qualities of Great Brand 196
Advertising
The Need for a Compelling Story and Much More 200
When Ad Sloganeering Works to Build the Brand 212
9 The Next Dimension in Power Brand Marketing 217
A Brand That Transcends the Product 217
Envisioning a Winner 220
Building the Brand With the Internet 224
The Revival of a Vanishing Medium 233
Forming Marriages With Other Omnipowerful 240
Brands
Mr. Salesman, Meet Ms. Brand Leader 242
Wrapping It All Up 247
Index 251
Page ix
Acknowledgments
I want to give special thanks to Ellen Kadin, Senior Acquisitions
Editor, and Hank Kennedy, Publisher, at AMACOM Books for
believing in this book.
Then there is someone at AMACOM who made this book abundantly
more readable than it otherwise might have beenMike Sivilli,
Associate Editor. It's amazing how a good editor can clarify an
author's manuscript, search out facts, and add that element of literary
polish to his written prose. Thanks, Mike.
Other notable contributors to this book at AMACOM Books include
Lydia Lewis, Production Manager, and her staff. To all of them:
Thank you.
The fuel that drives a person to write a full-length book is the product
of a lifetime. In that sense, I owe much gratitude to those whom I
regard as early mentors. First, my father Frank, who taught me the
values of hard work and honesty through personal example. My
mother Caroline, who gave her love, compassion, and commonsense
wisdom when it was needed most in my life. Walter Beach Humphrey,
my high school art teacher and a noted muralist. Walter shaped my
early notions of striving for excellence in all creative endeavors. An
exceptional human being, Walter truly personified the word teacher.
Fanny Upham, my high school English teacher. She believed in my
artistic ability and encouraged me to pursue a career in the creative
arts. Fanny also provided the theme (Washington Irving's fictional
characters) for a 27-foot mural that I painted under Waiter's art
direction and which I dedicated to New Rochelle High School's
English Department.