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!

A practical step-by-step guide to the art and science of building brands without the fluffy nonsense and BS. As one of the author's clients put it, "Forget the touchy-feely stuff. This is the real deal."This book describes in detail the breakthrough BrandMechanics(r) proprietary FBE(tm) methodology based on a simple step-by-step process for creating a powerful brand strategy and includes many examples, across dozens of market categories, of how to get it right and avoid getting it wrong.For the first time in print, the author reveals the secrets behind the remarkable process that has generated hundreds of thousands of dollars in revenue from clients in the U.S., U.K., Europe, Asia and Canada, including Disney, Toyota/Scion, Visa, AOL, Boston Consulting Group, Miller Brewing, City of San Jose, McDonald's, Hewlett-Packard, Accenture, Tomb Raider/Lara Croft, Mandalay Bay Resort & Casino, Pentax Cameras and many others.Also revealed is the shocking truth about the many high-priced advertising and digital agencies, design studios and consulting firms who charge their clients small fortunes for brand strategy development while regularly outsourcing the work and paying a fraction of what they charge, and often delivering an "immersion" in the brand without actually defining its Essence.This book is a must-read for anyone involved in the marketing and branding business - from Fortune 500 CEOs to students considering a career in the industry.

Popular Mechanics inspires, instructs and influences readers to help them master the modern world. Whether it’s practical DIY home-improvement tips, gadgets and digital technology, information on the newest cars or the latest breakthroughs in science -- PM is the ultimate guide to our high-tech lifestyle.

Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.

Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

We are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it’s good or bad, the real question is why we behave this way in the first place. Why do we telegraph our affiliations or our beliefs with symbols, signs, and codes? Brand Thinking and Other Noble Pursuits contains twenty interviews with the world’s leading designers and thinkers in branding. The interviews contain spirited views on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in the search.