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Brandsimple Allen P. Adamson

Brandsimple von Allen P. Adamson

Brandsimple Allen P. Adamson

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Zusammenfassung

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. This book offers a solution: bring back the basics of good branding and ensure success.

Brandsimple Zusammenfassung

Brandsimple: How the Best Brands Keep it Simple and Succeed Allen P. Adamson

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 P. 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.

Brandsimple Bewertungen

'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, USA '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, USA '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 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 the leader 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

Über Allen P. Adamson

ALLEN P. ADAMSON is Managing Director of Landor Associates, a pre-eminent branding firm with more than 20 offices in 16 countries and a division of Young & Rubicam Brands, which is part of WPP, one of the world's leading communications services groups. He has worked with some of the world's most well-known brands and has overseen the branding efforts for clients such as Delta, Diageo, GE, IBM, Procter & Gamble, PepsiCo, Pfizer, Philip Morris and Verizon. Called upon as an industry commentator, he has appeared on NBC's The Today Show and CNBC, and is often quoted in New York Times, The Wall Street Journal, Advertising Age, USA Today and BrandWeek. He lectures at NYU's Stern Graduate School of Business and the Yale School of Management. He is a member of the American Management Association and speaks on branding for a range of professional organizations. 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 P. 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.

Inhaltsverzeichnis

Introduction; Start with the Basics; A Short History of the World of Brands; What's Changed Since 1970 and What It Means to Brands; Step One: Establish Your Brand Idea; Step Two: Get to the Essence of Your Idea; Step Three: Get Your Employees Engaged in the Idea; Step Four: What's In a Name? More than Meets the Eye; Step Five: How to Create Branding Signals; Ten Mental Files to Save As; Terms You Need to Know.

Zusätzliche Informationen

GOR004160218
9781403974051
1403974055
Brandsimple: How the Best Brands Keep it Simple and Succeed Allen P. Adamson
Allen P. Adamson
Gebraucht - Sehr Gut
Gebundene Ausgabe
Palgrave USA
20060801
256
N/A
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