Book description
In today's saturated marketplace, consumers are inundated with too
many choices. Only the strongest brands will capture attention, and
only those Killer Brands will beat the competition. The losers
eventually disappear from the marketplace, and the market share and
profits go to the victor! Branding expert Frank Lane presents the
three simple but essential principles of brand power to launch any
successful product. Focus, Alignment, and Linkage represent an
entirely new way to look at creating and marketing the Killer Brand.
Focus is the compelling promise that a product is unique. Alignment is
the marketing actions that are consistent with this promise. Linkage
is the guarantee of the product design, packaging, and brand name.
Dominate the marketplace with the help of Frank Lane and Killer Brands!
Frank Lane has been a marketing/branding consultant since 1981.
His clients include: Arm & Hammer, Coca Cola, SC Johnson Wax,
Quaker, Kodak, Microsoft, Citibank, and American Express Financial
Advisors. In his 7 years with SC Johnson Wax, the laundry products/Air
Freshener group posted a 250 per cent sales increase, and 500 percent
profit increase. His group was responsible for bringing 9 new products
to the market, including Shout.
