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Table of Contents

Acknowledgements Foreword; Sir Martin Sorrell Introduction PART 1: WHAT THE BEST BRANDS KNOW Start with the Basics A Short History of the World of Brands - Really Short PART II: HOW THE BEST BRANDS SUCCEED Step One: Establish Your Brand Idea Step Two: Capture the Essence of your Idea Step Three: Get Your Employees Engaged in the Idea Step Four: Consider Your Brand's Name Step Five: Create Branding Signals Beyond the Name Ten Mental Files to "Save As" A Final Simple Thought A Few of the Terms You Need to Know Index

About the Author

ALLEN P. ADAMSON is Managing Director of Landor Associates, a pre-eminent branding firm with more than twenty offices in sixteen 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


Reviews for the hardback: '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, formerly 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, formerly 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 '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 '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 '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

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