BrandSimple: How the Best Brands Keep It Simple and Succeed

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 ...

See more details below
Available through our Marketplace sellers.
Other sellers (Hardcover)
  • All (37) from $1.99   
  • New (2) from $9.97   
  • Used (35) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$9.97
Seller since 2014

Feedback rating:

(5)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
2006-08-22 Hardcover New Brand New! Has slight shelf wear. Ships fast with free tracking.

Ships from: Hart, MI

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$60.00
Seller since 2014

Feedback rating:

(162)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Sending request ...

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.

Read More Show Less

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.
Read More Show Less

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.

Read More Show Less

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
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • 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.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)