- Paperback: 275 pages
- Publisher: Frankel & Anderson (April 2000)
- Language English
- ISBN-10: 0967991218
- ISBN-13: 978-0967991214
- Product Dimensions: 21.3 x 13.7 x 1.8 cm
- Amazon Bestsellers Rank: 2,293,300 in Books (See Top 100 in Books)
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More About the Author
Product Description
Product Description
In this newly updated and expanded edition of his top selling book, Rob Frankel shows you how "Branding is not about getting your prospects to choose you over your competition; it's about getting your prospects to see you as the only solution to their problem." This newly expanded and updated edition of "The Revenge of Brand X" compares predictions and case studies from the past and well into the future of brands in every kind of sector. With "Revenge of Brand X," you'll be able to: * Learn what a brand really is and how it affects all aspects of your business * Turn your user base into an army of evangelists promoting your brand * Lower your customer acquisition costs * Make your product or service less susceptible to price-cutting competition * Generate more sales and higher profits * Charge more for commodity products and services * Understand how big companies make the worst branding errors * Learn why bigger is almost never better * Implement bottom-line tactics that stem from a solid branding strategy * And much, much more.
About the Author
A frequent branding authority for FOX, NBC, CNN, CNBC, MSNBC and numerous other media, Rob Frankel may be the most widely read on (and off) line branding expert on the planet. In fact, his articles have been translated into six different languages appearing on six different continents and throughout the web via robfrankel.com. Rob does consulting and speaking gigs, mainly to start-ups and multinational companies who sink zillions of dollars into a website or a business and then scratch their heads wondering why it just sits there like a lox. As a branding specialist, he knows how to turn your customers into evangelists for your brand. In his book, Rob Frankel shows you how "Branding is not about getting your prospects to choose you over your competition; it's about getting your prospects to perceive you as the only solution to their problem. "
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.1 out of 5 stars (25 customer reviews)
21 of 22 people found the following review helpful:
4.0 out of 5 stars
Fun but flawed book, 27 Jun 2001
By David Ragsdale - Published on Amazon.com
This review is from: The Revenge of Brand X: How to Build a Big Time Brand - On the Web or Anywhere Else (Paperback)
Rob Frankel is an amusing writer with a tremendous enthusiasm for his subject. His book is full of pointed anecdotes and useful case studies that illustrate the principles he expounds. The book is also an excellent example in itself of a man branding himself -- the hierarchy of "Frankel's laws of branding" for instance. Frankel has a way of making a point from an unusual perspective that becomes obvious and clear after he explains it. However, the book is marred by several flaws. First, some of his examples of poorly branded companies simply don't hold up. He claims that Coca-cola is a weak brand because customers will accept a Pepsi in a restaurant rather than (I assume) leaving the restaurant to find one that serves Coke. No beverage company brand, of course, could ever inspire that kind of loyalty because soda just isn't important enough in anyone's life. Frankel's branding mantra is that it's all about your customers seeing you as the only solution to their problem. Is Coke supposed to be the only solution to my sweet carbonated syrup beverage problem? He's clearly missing an important part of the equation there. Another example is his discussion of Microsoft. After arguing that Microsoft has a terrible brand (which I won't necessarily dispute) he later says that if the branding is wrong, so is everything else. Because that branding problem has really hampered Microsoft from being a successful company. Apple, of course, is one of Frankel's favorite brands. This book would also have greatly benefitted from an editor (it was self-published) who could have tightened the organization, caught some of the inconsistencies, and fixed the embarassing number of hideous typos. For [what it's worth] Mr. Frankel's readers deserve a little more proofreading on his part.
18 of 22 people found the following review helpful:
5.0 out of 5 stars
I laughed, I cried..., 15 July 2000
By Lynn Hoopingarner "lmhinweho" - Published on Amazon.com
This review is from: The Revenge of Brand X: How to Build a Big Time Brand - On the Web or Anywhere Else (Paperback)
Typical Rob Frankel, no punches pulled. I read this book on a cross country flight drawing many sideways looks from the other executives in first class as I giggled and tee-heed through this wonderful book. Yes I laughed, and then I cried as I thought of how many companies who needed this information. As a Certified Management Consultant I am called on every day to help companies achieve their maximum potential. The largest fundamental problem is that most companies have no idea of who they are, and most importantly, who they are vis-a-vis their customers. Their entire strategy, how they operate, every decision they makes idealy should flow from this central core. Unfortunately, for most companies, that central core is a great void.
Rob shows you what you are missing, and how to fill in some of those gaps. He does it with humor, if not with a great editor.
12 of 14 people found the following review helpful:
1.0 out of 5 stars
Not a good book. Don't be fooled by the mktg., 20 Mar 2001
By A Customer - Published on Amazon.com
This review is from: The Revenge of Brand X: How to Build a Big Time Brand - On the Web or Anywhere Else (Paperback)
Ordered the book with high expectations. I fell for the marketing. But am really disappointed. Apparently, though the author can't explain branding, he can market, at least for himself. Don't be fooled.Beneath the abundance of hype-filled phrases and stories, there is VERY LITTLE substance.
No clear definitions or frameworks.
It is easy to read, but as you read, you keep on waiting for the author to get the real point -- but that never happends. All you get is a bunch of little/random points along the way.
This is a magazine article that was turned into a book by making the font big and including a bunch of useless pages, like the old pictures of websites.
Aaker's books are better.
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