Rob Frankel's Revenge of Brand X: Speaking

For those who enjoy the process of learning, understanding and creating successful programs (both online and off), Rob Frankel often shows up in person for a speaking gig. Some are speeches; some are workshops. All are guaranteed to spike your company's branding power right off the scale. We also have videoconferencing capabilities for long distance events where travel isn't possible.

Rob is a truly exceptional speaker.
Dr. Audri G. Lanford, CEO
NETrageous Inc.

Forums at which Rob has delivered keynotes are E-Commerce 2000 in Kona, Pepperdine University's Graziadio School of Business & Management, the Association of Internet Professionals, UCLA, Jay Abraham's Internet Strategy Summit, Internet Professionals Network and the Annual Entertainment Real Estate Forum to name a few.For booking and other information, send an e-mail!

You were the best speaker at the event. Everybody said so.
Bill West, Capital Management

Thanks a million for making last night's IPN meeting educational, entertaining and memorable. All the feedback I received regarding your presentation was overwhelmingly positive. Much appreciation.
Dennis Jackson
President, IPN Pasadena

Speaking Topics

Here are a few samples of my more popular topics, along with some brief descriptions:

Branding in the Fourth Dimension
Branded Communities: the quickest ROI on web investment!
The Media Implosion: Past, Present & Future of the Web
Turning Users Into Evangelists
The Big Myths -- Why Offline Tactics Don't Port to Online Business
Branding the Successful Alliance
Frankel's Laws of Big Time Branding

Branding in the Fourth Dimension: If you believe as I do, then you know branding isn't about getting customers to choose your company over its competition; it's about positioning your company as the only possible solution to your customers' problems.

Why does Clorox dominate 50% of the market when all bleaches are chemically identical? How come we feel better paying Federal Express more than their competitors to deliver the same package to the same place? And why won't the Macintosh ever die?

Developing a strong brand not only maintains the market you work so hard to build, it also grows into new markets vertically and horizontally. Not sure, eh? Ask the man with the original mouse -- Walt Disney -- to see just how far you can go from cinematic tinkering to global power in communication and retailing. Today, Disney can command eight to ten times a normal licensing fee at retail.

Customers seek out -- and pay a premium for -- that kind of brand, just as they can be seeking out yours. And I can show you how.

This is the three dimensional workshop based on the two dimensional article, which educates everyone and spares no one to the disciplines of good, solid branding:

Part One defines what a brand really is; how a good brand can both build and save your business; the biggest mistakes to avoid in branding and strategic positionings.
Part Two involves everyone in the room in actually creating a fictitious brand right there on the spot and critiquing the hell out of it.
Part Three demonstrates how to extend your brand into zero-cost profit centers so that you can get the most bang for your buck when you spin the IPO.

Branded Communities: the quickest ROI on web investment!

Let the other dopes settle for tired, weak response rates of 1% to 3%. Let them click at as many banners as they want. The way to achieve healthy response rates of 10% to 25% is by building a branded community.

By developing a well-branded community, you build from strength. Ancillary programs, empowerment, added value and that certain twinkle-in-the-eye personality are all it takes to leverage the communal aspects of the web that can catapult a business of any size to mega-profits.

A strong brand is where you start. But a strongly-branded community is what brings it all home. In this seminar, you learn how to build a branded community and how much more it can do for your business -- on or offline.

Other myths we get to smash along the way:

Who cares about clickthroughs? It's ad-to-sales ratios that count.
Demographics no; Psychographics yes
What do people look for in a community?
How to create the culture that keeps them coming back
Cash and Prizes for everyone: linking culture to real life reward
Reciprocity: the key to self-propelling growth
Leader of the pack: why establishing a figurehead is so important
How to balance legitimacy and avoid hucksterism

The Media Implosion: Past, Present & Future of the Web

Hey, wait a minute -- how did all this happen? Why is it all happening this way? And where's it all going?

You can't know where you're going until you know where you've been. By looking at how the media has evolved -- with particular emphasis on how it has profoundly affected the marketing world -- all the pieces begin to fit together. This is the first discussion that makes sense out of what commonly passes as mass confusion about the web.

In two hours or less, you'll have a firm grasp of The Media Implosion: how it began, why it happened and how it came to influence every single person on the planet.

If you're involved in any aspect of marketing, this one is a must.

Turning Users Into Evangelists

Hey, this is what branding is really all about. Not just getting prospects to become users, but getting users to become rabid evangelists for your brand. When you learn how to turn users into evangelists, great things start happening:

Cost of sales decrease
Average sale transactions increase
Frequency of sales increase
Retention rates soar
Your users become your marketing department

Get tips, tricks and programs that really work to crank revenue. For everyone who's sure they're not getting enough revenue for their marketing buck!

The Big Myths -- Why Offline Tactics Don't Port to Online Business: Admit it -- you paid some high-level executive to advise you how to advertise and market on the web, only to discover that it bore no resemblance whatsoever to QVC. Had you heard this speech, however, you would have been forewarned about how confused the media buying community is about the web and what real agenda are driving them.

The fact is that -- counter to most pundits' crowing -- advertising is not necessarily the best way to market your business on the web. Much of how you market depends on what it is you're marketing. And the medium you choose isn't the result of some mathematical equation.

One of the worst myths about web marketing is that the web is a "cold" medium. nothing could be further from the truth. Even bolt manufacturers benefit from the manner in which the web allows you to invite potential customers to come closer, without risking commitment.

And what about those banner ads? Do they really work? Most of the time, the answer is a resounding "no." Mainly because while banners might hype awareness, they do their best sales work on no-brainer, commodity items. This explains why, for example, nobody has selected their brain surgeon by clicking a banner, while millions of others have bought their PC's in precisely that manner.

It also explains why the industry's click-through rate is dropping like a brick, failing response rates that would embarrass the worst snail-mailer.

Which is right for you? It all depends on that curious mix of corporate attributes that makes your company what it is. This is a key question that not only makes you more money by helping you get your marketing on track, but saves you more money by avoiding wasteful media buys.

Other myths we get to smash along the way:

Who cares about clickthroughs? It's ad-to-sales ratios that count.
Demographics no; Psychographics yes
Banner ads and other ridiculous methods of advertising
Sponsorships and why they work
The more you niche, the better you do.
Exposing other false security blankets for what they really are

Branding the Successful Alliance: If you think that breeding logos is all strategic alliances are about, you need to think again. After three generations of media slavery, the rules of the game have totally changed. It's no longer about products, media and distribution channels. It's about individual compatibilities between brands. A new world where a bigger partner may actually be worse for you than a hungrier one. When businesses seek more alliances, the strongly branded, brand-compatible ones that succeed.