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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 ...

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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.

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Editorial Reviews

From the Publisher
"In a world of information overload and lack of trust in major institutions, the power of a simple idea conveyed through branding is more important than ever."—Richard Edelman, President & Chief Executive Officer, Edelman Worldwide

 

"An unusually readable how-to book that will help anyone involved in branding understand what works and why."—Publishers Weekly

 

"Allen Adamson reminds us that a product is out there but a brand is in our mind. A great brand is based on a simple idea that is unique and relevant. He supplies guidelines and dozens of examples that will inspire the reader who is hoping to develop a breakthrough brand idea."—Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management

 

"BrandSimple is a must-read for building and maintaining a powerful brand. Adamson cuts to the chase on what's important for brand success."—Eric Kessler, President, Sales and Marketing, HBO

 

"In this wonderfully engaging book, Allen Adamson explains why the best, most successful brands are based on ideas that are simple to understand. In a world inundated with brands, Allen makes it clear how and why the most powerful brands know the secret is simple."—Beth Comstock, President, Digital Media, NBC Universal

 

"It takes a long time to build a brand and a long time to kill one, so it pays to know what you're doing. If someone asked me for one book to read on brands—what they are and how to build them, I'd direct him or her to BrandSimple. Allen Adamson has captured basic and enduring brand concepts, explained them lucidly, and demonstrated their validity with lots of relevant case histories. The book lives up to its title."—Kenneth Roman, Former Chairman/CEO, Ogilvy & Mather Worldwide

 

"In this highly informative and entertaining book, Adamson cuts to the chase about what does and doesn't matter with branding. From his unique vantage point as a leader of the world's premier brand consultancy, he offers a wealth of examples to cogently argue that less can be more. Any marketer will enjoy and learn from this engaging book."—Kevin Keller, Tuck School of Business at Dartmouth

 

"This book will help you see that the greatest brand opportunity might be right in front of your nose, but maybe too close to see. It illustrates how the simplest of notions will translate to a complex set of expectations that a true brand must live up to. And it is written in a way that is elegantly simple—a book that both veterans and novices will delight in."—Ed Faruolo, VP, Brand Strategy & Integration, CIGNA Corporation

 

"In the new economic world order dominated by excess supply and a powerful drive toward commoditization, the future product and service winners will be the stronger brands. Allen Adamson's BrandSimple paves the way to the building of enduring, powerful brands. A must-read from one of the leaders of the world's greatest brand consultancy."—Peter Georgescu, former Chairman/CEO of Young & Rubicam and author of The Source of Success: Five Enduring Principles at the Heart of Real Leadership

 

"In a world of communication bombardment, excessive choice, and increasingly rapid change, there is a large premium in effectively managing the signals that define a brand. The author draws from his rich experience and from examples in multiple industries to distill the simple principles that can make manageable the most complex marketing issues."—Toni Belloni, COO, LVMH Group

 

"Difficult is easy. Simple is tough. With BrandSimple, Adamson delivers the goods simply and directly—a tough and daring thing to do."

—Joel Saltzman, author of Shake That Brain!: How to Create Winning Solutions and Have Fun While You're at It.

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Product Details

  • ISBN-13: 9781403984906
  • Publisher: St. Martin's Press
  • Publication date: 8/7/2007
  • Edition description: First Edition
  • Pages: 256
  • Sales rank: 690,844
  • Product dimensions: 6.16 (w) x 10.86 (h) x 0.66 (d)

Meet the Author

Allen P. 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.

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Table of Contents


Acknowledgments     ix
Foreword   Sir Martin Sorrell     xi
Introduction     xv
What the Best Brands Know
Start with the Basics     3
A Short History of the World of Brands-Really Short     29
What's Changed Since 1970 and What It Means to Brands     45
How the Best Brands Succeed
Step One: Establish Your Brand Idea     59
Step Two: Capture the Essence of Your Idea     105
Step Three: Get Your Employees Engaged in the Idea     133
Step Four: Consider Your Brand's Name     159
Step Five: Create Branding Signals Beyond the Name     181
Ten Mental Files to "Save As"     221
A Final Simple Thought     223
A Few of the Terms You Need to Know     225
Index     227
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