BrandSimple: How the Best Brands Keep It Simple and Succeed

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Overview

In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for attention, it is more difficult than ever to create effective brands. Allen Adamson offers a refreshingly simple solution: Bring back the basics of good branding and ensure success. Build a brand on a good idea that you test. Make sure the design and message of your brand fits the brand’s true meaning, and stay away from unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, from GE to IBM, Adamson shows how to communicate with customers and make your brand resonate. He also gives a ...

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Overview

In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for attention, it is more difficult than ever to create effective brands. Allen Adamson offers a refreshingly simple solution: Bring back the basics of good branding and ensure success. Build a brand on a good idea that you test. Make sure the design and message of your brand fits the brand’s true meaning, and stay away from unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, from GE to IBM, Adamson shows how to communicate with customers and make your brand resonate. He also gives a behind-the-scenes look at his work with traditional names like Maxwell House as well as newcomers like JetBlue and iPod, explaining what they do right--and wrong.

Editorial Reviews

Publishers Weekly
True to such observations as "Simple trumps everything," Adamson boils down his 25-plus years of experience in brand development to provide six clear steps to understanding what makes a good brand. Along the way, the current managing director for Landor Associates (a firm within Young & Rubicam) discusses how to sync branding signals with the "brand idea" to serve a company's business strategy. Using examples such as Apple and FedEx, he explains how the brand idea can be turned into an internal rallying cry so that the message is reinforced in the packaging and employees pass it along to current and potential customers. Throughout, he provides a dynamic first-person commentary on the thought process and activities that went into creating and repositioning iconic brands like American Express, HBO and eBay, though it can be odd in cases where he wasn't personally involved. Unlike other branding gurus, Adamson doesn't celebrate the industry's mystique and keeps his discussion jargon-free. The charts and graphs are immediately understandable and the exercises doable. The result is an unusually readable how-to book that will help anyone involved with branding understand what works and why. (Oct.) Copyright 2006 Reed Business Information.

Product Details

  • ISBN-13: 9781403974051
  • Publisher: Palgrave Macmillan
  • Publication date: 8/22/2006
  • Pages: 256
  • Product dimensions: 6.20 (w) x 9.30 (h) x 0.90 (d)

Meet the Author

Allen Adamson is Managing Director of Landor Associates, New York, a leading brand development firm within global leader Young & Rubicam. He has worked with clients including GE, IBM, Procter & Gamble, PepsiCo, Pfizer, Philip Morris, and Verizon. He has appeared on The Today Show and CNBC, and is often quoted in The New York Times, The Wall Street Journal, Advertising Age, USA Today, and BrandWeek.

Table of Contents

Ch. 1 Start with the basics 3
Ch. 2 A short history of the world of brands - really short 29
Ch. 3 What's changed since 1970 and what it means to brands 45
Ch. 4 Step one : establish your brand idea 59
Ch. 5 Step two : capture the essence of your idea 105
Ch. 6 Step three : get your employees engaged in the idea 133
Ch. 7 Step four : consider your brand's name 159
Ch. 8 Step five : create branding signals beyond the name 181
Ch. 9 Ten mental files to "save as" 221
Ch. 10 A final simple thought 223

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  • Anonymous

    Posted March 22, 2007

    The simplest guide to complicated nature of Brand and Branding

    Many companies do not understand what is the meaning of a brand and branding for their business. Often it is very complicated to explain it to them, because brand and branding consultancy product is as intangible, as immaterialized, as intangible values, emotions, of the brand. I¿m not an exception, it was and is, tremendously hard to explain the crucial importance of brand and branding. However, after reading BrandSimple, I have realized that this is the book, which will make my life easy. It is great book to explain brand and branding, get people involved and inspire them for it. Book provides extremely easy system of thinking on brands and branding from the start to the end of this complicated journey. It does not suggest `recopies¿ it suggests the way of thinking stimulating simplicity, creativity and vision of obvious, which are often the only base for a great, different, relevant and most importantly simple idea. Defiantly the must book to read, even most famous brand and branding gurus, I think, will accept it.

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