Deads will build up the back of the neck, as it is an extension of the spinal erectors. If you have no Neck-Machine at your gym(and there are TONS that don't), then I'd stick with these. Neck is definitely one of the most overlooked muscle groups among todays lifters in my opinion. Deads will help bro, but if you do have a neck isolator at your gym, do 2 sets of 15 at every angle. 30 seconds rest betweeen sets. Just get a nice pump. No reason to strain, force reps, or go heavy on these. You are simply doing them to strengthen the area. To avoid injury it is imperative for lifters to have the capability to isolate the neck at these angles. Being that the muscles around the neck are becoming increasingly strong(such as the delts, back, and traps), if the neck isn't subsequently strengthened as well, it can lead to strains, since the Neck MUSCLES can't support the increasing loads that the surrounding muscles can continually handle.