Brandsimple : How the Best Brands Keep It Simple and Succeed

by Allen P. Adamson; foreword by Sir Martin Sorrell

• ISBN13: 9781403974051
• ISBN10: 1403974055
• Format: Trade Book
• Copyright: 2006-08-22
• Publisher: Palgrave Macmillan

Summary

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.

Author Biography

Allen P. Adamson is Managing Director of Landor Associates, New York, a leading brand development firm within global leader Young & Rubicam.

Table of Contents

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