It may not
be what you expect.
But here's what others are saying about the book:
I'm here to tell you that Rob Frankel
is so right, it's scary. Not
that Rob himself is scary he's not . What's scary is that
so few people understand branding who OUGHT to know. Or, even
scarier, who CLAIM to know and genuinely believe they do! I don't
care if you're a one-person, home-based business owner or the
marketing director of a Fortune 500 company. You need to
learn what this book has to teach, because it can make a MASSIVE
difference to your bottom line. It can make the difference between
failure and survival. Between survival and success. It's that
good, and it's that do-able. -- John Counsel (Read the entire review)
Frankel -- one of the most influential
specialists in his field --
delves deep into the world of corporate branding. With affable
style, this "how to" manual stresses the importance
of establishing a highly credible, well-communicated brand that
burns itself deep into the hearts of loyal users, both on and
off the web...The man knows branding, and now we do, too. (Read the entire review from
UPSIDE magazine)
-- Dan Selicano, 
Rob Frankel is the guru of branding, and I don't
mean cattle. Its hard to find anyone who really knows what branding
means except for Frankel. Here's what he says, "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." Frankel is an ex-advertising guy, so
he gets his message across in a way that is 
easy to
understand, and kind of fun too.
-- About.com
Rob
Frankel offers fresh insights into branding in the Internet age.
His treatment of the old media vs. the new media is brilliant.
Several case studies also help people understand the value of
branding.
-- Dan Janal author of "Dan Janal's Guide to Marketing
on the Internet"
A
practical, often humorous, look at branding!
Rob Frankel's "The Revenge of Brand X, How to Build a Big
Time Brand on the Web or Anywhere Else" is a practical,
often humorous, look at branding. Frankel, who spares no ink
to promote his own brand ...lays out his approach to branding
in a series of directives and laws.
For example, Frankel's Prime Directive says, "Branding
is not about getting your targets to choose you over the competition.
Branding is about getting your prospects to see you as the only
solution to their problem."
Then there is Frankel's First Law of Big Time Branding: "Brands
are not about you.Brands are about them."
Frankel goes on to enumerate a total of ten laws of "Big
Time Branding," a law about media hype, two laws concerning
web branding, an "Inverse Theory of Branding," a "Ubiquitous
Brand Test" and a "DYI corollary" (Doing it yourself
works...)
If you really get the meaning of Frankel's First Law of Big
Time Branding (Brands are not about you. Brands are about them.)
you may be able to forgo reading the rest of the book. However,
if you do, you will miss out on some pretty funny and thought
provoking material about how big brands have blown it and how
some have actually gotten it right.
-- Martin Trussell, from Grand Rapids, MI USA
I don't think I've ever read a book where I wanted to stand
up and shout, "YES!" I literally did that while reading
Rob Frankel's book, "The Revenge of Brand X."
Rob writes in an easy-to-read, conversational style. His writing
is funny and witty, but most importantly, he lives up to his
name.
Rob's book is written for a new generation of marketers. [He]
shoots down the old philosophy that internet marketing is a numbers
game. The drive behind his theories is that marketing is about
finding your "niche" or "target market" and
then making those
people love to love you. Rob is keen on marketing philosophy,
but the drive behind his book is methodology and strategy. In
other words, it's a "how to" book.
I've been marketing on the Internet for three years, I've
been searching for someone to explain how to use this phenomena
we call the Web, in a way that I could quickly absorb...
-- Renee Kennedy, thewritemarket.com
In his book, "The Revenge of Brand X How to build
a big time brand on the web or anywhere else", Rob Frankel
(who is known as the foremost branding expert in the world) gives
you all the insight you need to turn your brand into not just
another brand, but
THE Brand the only choice people have. He opens his
book with the history of media. Though Ameri-centric, it is quite
interesting reading. In the following chapters he talks about
what a brand really is, how a brand fails and how it succeeds.
This could've been a really boring book. But Frankel has a way
of explaining tough concepts that make them come alive. He doesn't
speak down to the reader; "Hey! I'm the world expert on
this subject -- listen to me!" and his language is down-to-earth
and filled with examples from the real world even a European
can relate to. Overall this is the most amusing-- and also the
most interesting and thought-provoking -- book on marketing I
have read.
-- Haakon Rian Ueland, Mensa International
Journal
I loved your book and plan to use
it in [when] I hope to begin
my class at UCLA Extension on running your business Outside
the Box. The Revenge of Brand X was the most helpful book for
the marketing of both the corporation and the product/system
or service. Your writing style is entertaining and educational,
and the intelligent know, one learns when enjoying what they
are reading. Good job.
-- Jill Brookman
"Just wanted you to know that your book has helped inspire
our Marketing/Brand Manager to what the heck his job really is.
:)"
-- Christopher M. Knight, CEO, SparkLIST.com Corporation
I've read his thought-provoking book and carefully defaced it with a yellow marker
pen on many pages - because I know I'll return and re-read those
sections again and again... Rob's book is a GREAT product. I
expect branding experts will be quoting from it for decades to
come.The Revenge of Brand X" is not only useful for every
business on
the planet, it's also written in a lively, humorous style which
is a delight to read. This one's an instant classic.
-- Allan Gardyne, http://www.AssociatePrograms.com/revenge
BIG
TIME BRANDING IS BIG TIME HELPFUL BOOK! Big Time Help in
this book! Frankle gives you the who, what, where, when and why
of the new branding. I teach people how to promote themselves,
and that means branding is big on my list. To find someone who
has the background and will share his knowledge and experience
with you in easy to understand language is truly a find. Hug
him! And then, as he urges, turn your prospects into evangelists
for your brand. I bought all my employees this book and told
them there definitely would be a quiz.
-- Raleigh Pinskey, Lake Worth, FL
Intellectual property and corporate lawyers also could
use this book to provide clients with fresh ideas on beefing
up Web strategy or on differentiating the client's goods and
services from those of competitors.
-- Gordon Shea, Wisconsin Lawyer magazine
I've
been in the branding biz for 15 years and have seen just
about everything come down the pike. . Rob's book is without
a doubt "BOB" (Best of Breed)! His insights are timeless,
and especially valuable in these turbulent times. . I wouldn't
be without this book myself, and have been asking my clients
and colleagues to read it. . Might as well decommission the rest
of my library!
-- Arlene Teck, TeckVentures
Getting
your customers to see you as the ONLY solution! This is a
fantastic book. It is now required reading for all of our employess
and consultants.
There is so much simplicity to what the author lays out here
that we were all upset we didn't do this a long time ago. I never
would have thought that the simple concept of having your customers
to see you as the only solution to their problems, challenges
and needs would change the way we think about everything we do
in our business. If you haven't read this already you should.
-- Richard Bilger, Walker, MN United States
Marketing
Experts rate this book a winner! I want to add my voice to
the prestigeous choir that includes John Audette, Audri Langford
and Dan Janal. If you have to ask who they are, you don't know
modern eMarketing and branding theory. Frankel's book has made
branding accessible to people who never understood the "big
theory" books, or thought they couldn't "afford"
to do "branding". Get this book.
-- Walt Boyes Senior Contributing Editor, Industrial Marketing
Practitioner,
CEO, MarketingPractice Consultants, Maple Valley, WA USA
Monumental.
Finally. This should be a textbook. The writing is quick,
to the point, and devoid of all the fluff that is typically found
in marketing books. The concepts and strategies are equally to
the point. By the end of Chapter 5, I had 6 pages of notes regarding
my company's brand development plans. Specific areas that were
particularly helpful in my case were the discussions of brand
differentiation and clear message delivery. Rob Frankel, "the
branding king", discusses many other issues that are just
as important. The book gave me a real feel for how to develop
a brand and USE IT to market and sell my product. The extra attention
paid to Internet applications, where "Brand is Everything",
is priceless for any business that expects to have an Internet
presence.
This book should be read by all, from
the graphic arts gal to the CEO. It is clear that the development
of a brand, beyond just a funny logo, requires that everyone
understand the ideas that are laid before us in this text.
To quote from the book, "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 (SM)". One can see why Frankel is becoming
the dominant player in Internet brand development.
-- Steven Colby from Mountain View, CA
I
am on Chapter 10 of The Revenge of Brand X and I don't want to
put it down. As I read, I naturally try to apply ideas and
suggestions to my own
situation, and I have found it very helpful. I know that sounds
a little restrained, but believe me, I am bouncing like a pogo
stick. I have chewed on some issues for months and gotten nowhere.
An hour of reading tonight and I am through the roadblock and
moving again. Thank you.
-- Michele (on the road)
A
terrific guide to creating a successful brand. A terrific book
for the dot coms (and the non dot coms as well) seeking a effective
path to emerge successfully from the pack. Frankel gets us to
think about branding not as mere logos or names, but as evocative
concepts that grab us emotionally, and make us see a product
or service as the only solution to our problem. Particularly
helpful are "Frankel's Laws of Big Time Branding,"
and the Action Items following each chapter. "Frankel's
Laws of Big Time Branding" are succinct touchstones peppered
throughout the book that keep the reader focused on the core
concepts to develop a "Big Time Brand," while his "Action
Items" are designed to get both the creative and reflective
juices flowing to develop an intelligent branding strategy. The
book is even entertaining - Frankel writes in a rebellious tone
that is meant to stir up the reader, and get him and her to think
and believe outside the box. -
- Mark T. Pallis from USA
The content
is great. It forms a prism through
which companies can evaluate what a professional brand person
is offering, because as you say this is not something you can
do yourself. It's also the funniest e-commerce book of 2000.
Funny e-commerce books are about as common as winning seasons
for the Clippers.
-- Dana Blankenhorn http://www.a-clue.com Read the complete review
I
laughed, I cried...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.
-- Lynn Marie Hoopingarner, CMC MIB from West Hollywood,
CA USA
So
Good, I've Resorted to Stealing...with attribution, of course! "Revenge
of Brand X" is *the* branding resource for the 21st century.
Internet entrepreneur? Marketing manager for a corporation or
product? Web designer or webmaster? Then this book is for you.
If you want to learn the latest about how products, services,
corporations, organizations, and individuals can be branded,
then this is the book for you. I have been slowly applying Frankel's
lessons to two non-profit organizations, an educational institution,
and a small business services firm. I have received great feedback.
You can, too!
-- Stephen M. Siegel, Orange, CA United States
The
cure for navel gazing! I like the "no-holds barred"
style as well as the central theme of branding being about "them
not us." There's too much navelgazing going on and this
books helps the reader go outside of themselves to create brands
that serve. I also like the action items -- the experience of
doing something specific creates a lot of clarity.
-- Vickie K. Sullivan, Tempe, AZ USA
As a novice to the concept of
branding, I found Rob's book to be extremely clear and to the
point. (It didn't hurt a bit that it's amusingly written as well!)
Branding, which can be a very difficult concept to grasp, became
quite understandable to me after studying Rob's great examples.
(I especially love the USA brand!)
-- Ronni Rhodes, WBC Imaging from Oro Valley, AZ
United States
Getting
Insight and Having Fun! The Revenge of Brand X provides a
unique perspective on branding. I enjoyed the combination of
insight and humor that I saw in it. This book is a necessity
if any person interested in Branding wants to have a healthy,
well-rouonded view of the subject.
-- A.J. Kenney Long Beach, CA
"Rob Frankel is the Branding King!"
-- John Audette, CEO Audette Media, I-Sales
Revenge of Brand X is excellent... haven't
finished yet, as the wife keeps yelling at me to turn off the
damn light....
-- Rob Long, COO, Holiday Group
It's DAMN GOOD! And very funny.
-- Jac Holzman, First Media
I have just read Rob's book, "Revenge
of Brand X". Awesome!
We are going to make it a manditory
read for all our clients that engage us for our database web
development services. The book is completely in alignment with
our "Strategically Planned" approach to build a web
site.
Rob, make us number one in line for
your affiliate program when it comes out. Integrating your book
with our services will help ensure our clients need us more than
the other web developer that is just a click away. Don't be surprised
if the book shows up in a lot of corporate boardrooms. We build
high end sites for financial institutions and money managers.
Everyone I talk to about the book wants
my copy. Sorry, I need it for reference. I tell them to go to
http://www.revengeofbrandx.com for their own copy.
-- Jozef Hubburmin, hpmarketing
Just wanted to say thanks for the strong message on ethics,
there are some really scary people out there promoting some really
questionable products and services. Because of all the hype,
I was having a hard time focusing on any one area, but am finally
narrowing my interests in order to be able to eventually get
going with my business. You really helped me a lot.
-- Michelle
Thanks, no wonder people speak so highly of you.
-- Bruce Resnick
"Rob is a truly exceptional speaker
and approaches branding from a completely different, original
and innovative perspective. And it doesn't hurt that he's a really
good guy
and a true pleasure to work with."
-- Dr. Audri G. Lanford, CEO, NETrageous Inc.
I can't thank you enough for sharing this information. For
novices like me,
this stuff can be overwhelming. You just made my day, friend!!!
Thanks.
-- Lorraine
Just so you know, I'm really familiar with Rob. I've never
spoken to him but
have read most of his stuff and concur he's one that really gets
it.
-- Randall Evenson
Thanks so much for the advice. I use your site very often
and I your
articles and commentaries are always very thoughtful and informative.
-- Lori Faunce
I think you are providing a tremendous service to marketers
& entrepreneurs alike. Thank you.
-- Jeffrey Maier, Editor, i-Promotions Weekly
Love your attitude! And writing style.Very entertaining.
-- George Williams
As you went through your 10 laws of branding and supported
them with examples, you really cast a light on an area in business
which many companies fail to execute properly.
I just wanted to let you know that I will be sure and pass your
name along to many other star-ups that I am in contact with.
-- Martin Lew
Excellent !! I'm currently studying for my MA in marketing
and have decided that I want to write my dissertation on Branding
on the Internet - so I'm glad that SOMEONE got there before I
did - you have no idea how slow the concept is over here in comparison
to the US. At least now I won't have to do all the research.
I look forward to reading all your articles and all your books.
-- Lisa Bundschu
This was a big eye opener as in what I have been missing.
As always your are A number 1.
-- Sharon Evans
You have confirmed so many thoughts and visions I have had.
You have given me new
insight into the minds of the web surfer. God bless your vision!
-- Liz Smith
Fully enjoyed your article "Why Banner ads are stupid."
Nail on the head. Internet allows you to be blunt, say what you
think. etc. based on the fact that the good ole boy network can't
stop you. Keep it up.
-- Frank Scott, President, American Security Association,
Inc.
You're the BEST!
-- Joyce Gordon
