Owning a KILLER BRAND will change your life . . . at the very least your business life.
Frank Lane believes that,
“A Killer Brand only exists when an entity derives a disproportionate amount of success in its category from a compelling and differentiated expectation that comes to be associated with its name.
A true KILLER BRAND will be chosen over competing brands; in any category, in any country, at any time, and often at any reasonable price.
The more compelling and differentiated a brand’s expectation, and the greater it delivers upon that expectation, the less price matters to choice. That is why a true Killer Brand is so valuable to a company or to an entrepreneur.”
Frank has proven in his own experience as a Brand Entrepreneur that one can create and own a Killer Brand in any size organization. One does not necessarily need either massive organizational resources or heavy investment spending. He can also show that today’s trend towards introducing endless line extensions rather than new brands is flawed, and weakens substantially the future of the base brand and eventually the total business.
The overall principles of creating a Killer Brand are explained in Frank Lane’s book,KILLER BRANDS, Create and Market a Brand That Will Annihilate the Competition, published in April, 2007, by Adams Media. The complete process, the principles, the models and the mathematical equations, make up the Killer Brand™ Marketing Method which is available though FrankLane Ltd, and other consulting firms who are certified in the method.
His consulting company, FrankLane Ltd helps foreward-thinking clients turn their businesses, brands and ideas into genuine Killer Brands.