It takes more than just a Big Idea to hit a brand slam. Once you've established the idea, you need to create "Wow," otherwise your Big Idea becomes a Big Bomb before you've even started. Creating and delivering "WOW" can encompass many things: developing an innovative new product, reinventing a static company, designing a unique logo, executing a brilliant marketing and advertising campaign, and creating public awareness about your product. Achieving and maintaining "WOW" is how smart companies stay ahead of the competition and continually succeed.

In Brand Slam, Delano -- the man who named Pfizer’s Zoloft and Nissan’s Pathfinder -- creates the blueprint for hitting a brand slam by relating his personal brand management experience, offering a detailed analysis of the dos and don’ts of successful brand marketing, and chronicling the fascinating history of some of the world’s most unique brand marketing campaigns. By describing innovative companies like Volkswagen and Bang & Olufsen, and by profiling creative brand thinkers like Bijan and Emeril Lagasse, Delano has created an indispensable guide to hitting a marketing brand slam. (barnesandnoble.com)