BrandSimple: How the Best Brands Keep it Simple and Succeed

by Adamson, Allen P.; Sorrell, Martin

• ISBN13: 9781403984906
• ISBN10: 1403984905
• Edition: Reprint
• Format: Paperback
• Copyright: 2007-08-07
• Publisher: St. Martin's Griffin

Summary

In the hypercompetitive marketplace of today, it seems harder than ever to create successful brands that resonate with consumers. In this book, Landor Associates' New York Managing Director Allen P. Adamson offers a refreshingly simple solution: Build your brand on a tested idea. Ensure the brand's design and message fits its true meaning. Avoid unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, Adamson shows how to simply and effectively communicate your brand's message. Book jacket.

Author Biography

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.

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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