The Omnipowerful Brand: America's No 1 Brand Specialist Shares His Secrets for Catapulting Your Brand to Marketing Stardom

By Frank Delano

Frank Delano shares his secrets on how to find a powerful brand name, and how to catapult an average product into stardom. This text covers a step-by-step process for channelling creativity into... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0814404596
• ISBN13: 9780814404591
• Release Date: January 1998
• Publisher: Amacom Books
• Length: 256 Pages
• Weight: 1.25 lbs.
• Dimensions: 9.5" x 1.3" x 6.5"

Customer Reviews

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.

Delano's book shows why he's #1 in building brands

"This is simply the best book I've ever read on building a powerhouse brand. Delano has done a masterful job. You'll come away with a blue print for creating a 'great' brand name and what it takes to create what Delano calls an 'omnipowerful 'brand. Delano's client stories are a fascinating read. Believe me, this is a must read for anyone involved in brand management, marketing, advertising, sales, or public relations." -- Ann Trotter

The best book ever on building and managing brands

Endorsement as it appears on Delano's back book jacket cover: "If you're in advertising, marketing, or sales, you won't find a book of advice about building and managing your company's brand better than this one." -- Bill Gray, President, Ogilvy & Mather, New York

It's packed with great stories about building brands

Endorsement as it appears on Delano's book jacket back cover: "Wonderful inside stories...Frank must be ready to retire, because no one in his right might would give away his whole bag of tricks. For anyone in public relations or marketing whose job is to promote a product or service, this is a must-read." -- Malcolm S. Baroway, Exective Director, University Communications, The Ohio State University

The most significant book on brands ever written.

Frank Delano is unquestionably America's #1 Brand Specialist. He has proven it with his new book, "The OmniPowerful Brand". If you want to create a great brand name for your product, service or business venture, this book is a must read. But Delano doesn't stop there, and that is what makes this book the value of gold. Delano goes on to tell you how to turn a great brand name into the "Omnipowerful Brand" via advertising, brand slogans, and the internet. This book also reveals insights into the next dimension of brand marketing for the twenty-first century. If you are in marketing, product management, advertising, public relations, engineering, or market research, you have got to read this book. Delano's client stories will amaze you - they are fascinating and better than sex.