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What is included with this book?
Allen P. Adamson is the author of BrandSimple: How the Best Brands Keep it Simple and Succeed and managing director of the New York office of Landor Associates, one of the world's leading strategic brand consulting and design firms, with 24 offices in 18 countries. He has worked with some of the world's leading organizations, overseeing branding efforts for clients such as Diageo, GE, PepsiCo, Pfizer, Procter & Gamble, Sephora, and Verizon. Adamson has appeared on CNBC, FOX Business Network, and on NBC's Today show. He is often quoted in the New York Times, the Wall Street Journal, Advertising Age, USA Today, and Brandweek. Adamson lives in New York City with his wife and two children.
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|Interviewees and Contributors||p. ix|
|Why This Book?||p. 1|
|The Truths of Branding Magnified|
|The Importance of Gaining Superior Consumer Insight||p. 31|
|The Importance of Relevant Differentiation||p. 53|
|The Importance of Delivering on Your Brand Promise||p. 71|
|The Importance of a Simple Idea||p. 89|
|The Importance of a Clear Brand Voice||p. 107|
|The Importance of Following the Customer's Journey||p. 121|
|Building Brands in a Digital World|
|Stop, Look, and Listen: Get Insights about Your Digital Audience||p. 145|
|Call Attention to What Makes Your Brand Relevantly Different||p. 163|
|Keep Your Brand's Promise||p. 187|
|Start with a Simple Idea||p. 203|
|Establish a Clear Brand Voice||p. 223|
|Identify Where You Can Play to Win||p. 237|
|BrandDigital: The Top Ideas to Remember||p. 257|
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