By Frank Delano
THE OMNIPOWERFUL model America's number one model expert stocks His secrets and techniques for Catapulting Your model to marketplace good fortune occasionally a unmarried be aware could make the variation among a runaway good fortune and sure-fire dying want. Small, evocative, and intensely effective, the balance-tipper is the emblem identify. and that is excellent news. since it implies that any measurement corporation with a wonderful model identify can bounce prior to the mega-corporations. what is even larger information is that naming items does not need to be a mysterious hit-or-miss proposition. With Frank Delano's masterful new consultant, The Omnipowerful model, it is a simple technology. Delano is one in all America's most sensible branding strategists and the artistic genius in the back of such celebrity names as Nissan's "Pathfinder" activity application automobile, Pfizer's "Zoloft" antidepressant, GMC's "Yukon" software truck, and "Primerica" monetary providers. during this e-book he thoroughly unearths -- for the 1st time -- the secrets and techniques to discovering a profitable identify. Step via meticulous step, Delano uncovers the seven confirmed ideas and a leap forward strategy for branding businesses, items, providers, or new enterprise ventures. Readers the best way to channel creativity into efficient instructions; degree the appropriateness of the names built; evaluation names to be used and availability; and extra. FRANK DELANO (New York, big apple) is president and CEO of Delano & younger, Inc., a number one model photograph and naming company. He has created 1000s of product names, together with such memorable model names as Glaxo's "Ceftin" antibiotic, Polaroid's "Captiva" quick digicam method, and Nissan's "Quest" minivan. His articles have seemed in Harvard enterprise overview, advertisements Age, identification journal, Crain enterprise, and different best courses.
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Extra info for The Omnipowerful Brand: America's #1 Brand Specialist Shares His Secrets for Catapulting Your Brand to Marketing Stardom
A few days later I sent him a go-forward letter. It detailed our understanding of the product's positioning, what the goals of the project were, and the do's and don'ts in developing names, with a suggestion that he review our naming strategy with his seniors for their agreement. He had asked us to develop names that would help identify the drug's generic name. As we neared completion of the project, I reviewed with him several of our best candidate names to get his reaction. He felt we were right on track.
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. 1dc2198-20739 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.
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 and Money 17 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.