Brand Slam: An In-Depth Look at the Remarkable Concepts and Creative Teams Behind Some of the World's Most Ingenious Brand Recognition Campaigns [Hardcover]

Frank Delano (Author)

Book Description

Publication Date: April 27, 2001

A wake-up call for CEOs and product managers alike, Delano debunks overwrought strategic planning and loads your bases for the chance at a brand slam hit out of the marketing ballpark. Case studies and personal experience round out this remarkable call to action.

Product Details

• Hardcover: 224 pages
• Publisher: Lebhar-Friedman; 1st edition (April 27, 2001)
• Language: English
• ISBN-10: 0867308478
• ISBN-13: 978-0867308471
• Product Dimensions: 9.3 x 6.1 x 1 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #3,218,223 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Thought provoking, June 28, 2001

By 

Martin Payne (London) - See all my reviews

This review is from: Brand Slam: An In-Depth Look at the Remarkable Concepts and Creative Teams Behind Some of the World's Most Ingenious Brand Recognition Campaigns (Hardcover)

This is a book that is very thought provoking but, like all good business books, simple in its message. It all comes down to a great idea, a brand slam. The author talks about marketing by committees, strategic plans and how they are frequently at the heart of brand development. The plan comes first and everything follows from there. He argues that this is totally the wrong approach and his reasoning certainly makes sense. What must come first is THE BIG IDEA. This could be a product idea, an advertising idea, a slogan idea and so on. This forms the core to be able to move forward. If a strategic plan is needed then it follows from the idea.

Brand Slam is divided into section that show how a brand slam can happen in different areas. For example, the slogans section show how the use of different words can contribute towards a brand slam slogan. The advertising section considers how brand slam ads are memorable and, ultimately, more effective than poor advertising. The sections are illustrated with a wealth of examples, some of which have their own dedicated section that goes into detail about how a brand slam business was built. One criticism is that the examples are primarily US brands or international brands in the US and the slogans and advertising may be unknown to an audience outside. However, this does not hide the lessons that are being communicated. The examples still work though.

Brand slam is inspirational and encourages the reader to think of other relevant examples and why they work. Each section concludes with a set of lessons to be learned. These can be applied to your own company or brand and help you towards your own brand slam.

1 of 2 people found the following review helpful:

4.0 out of 5 stars Do you want to create "wow" to your customers?, March 23, 2002

By 

Yeung Shu Wing (Department of Marketing, City University of Hong Kong) - See all my reviews

This review is from: Brand Slam: An In-Depth Look at the Remarkable Concepts and Creative Teams Behind Some of the World's Most Ingenious Brand Recognition Campaigns (Hardcover)

Brand is an important and valuable asset for every company, thus creating a unique image for your brand and differentiating from your competitors are important issues in brand management. This book illustrated with examples the criteria, requirements and tools to build a brand successfully.
This book is easy to read and with suitable examples to help you understand more about the concepts. I found the most useful part is the ¡§brand slam tools¡¨ in which tools and guidelines are introduced for building a brand successfully.
If you want to start to launch a brand, read this book before doing so, I believe that this book helps you a lot.

1 of 5 people found the following review helpful:

5.0 out of 5 stars Frank Delano's New Book "Brand Slam", June 30, 2001

By 

Michael Gould, Chairman and CEO, Bloomingdale's (New York, NY USA) - See all my reviews

This review is from: Brand Slam: An In-Depth Look at the Remarkable Concepts and Creative Teams Behind Some of the World's Most Ingenious Brand Recognition Campaigns (Hardcover)

"You're in for a stimulating read!"