 
|
|
Paperback
Publisher: Palgrave Macmillan
Sir Martin Sorrell
ISBN13: 9781403984906
Condition: NEW
Notes: Brand New from Publisher. No Remainder Mark.
Click here to view our Condition Guide and Shipping Prices
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.
| Customer Reviews: |
|
| |
| D. Elderkin |
| Customer Rating: 5 out of 5 |
 |
|
I love this book!!! I'm only on chapter 3 and I've highlighted so many pages it's insane. Allen hits the nail on the head and is full of valuable knowledge and years of first-hand experience. You'll definitely find this book an amazing resource of knowledge. How lucky are we that we get the benefit of his YEARS of experience and expertise to learn from. He keeps it simple. straight forward and is amazingly open with suggestions and advice that is invaluable. I've already ordered his next book...I can't get enough...thank you Allen!!
|
| Best brand book I've read finally clearing up the confusion on brand and branding |
| Customer Rating: 5 out of 5 |
|
|
Watch Video Here: http://www.amazon.com/review/RW5Q0120ECB64 My name is Steven Diebold. I'm a freelance Brand Strategist and User Experience designer. I mainly focus on high tech and consumer products. [....]
Brand Simple and Brand Digital are the best brand books I've read to date on brand and branding. The best way to keep it simple in a complex world is to not make the mistake of the curse of knowledge.
|
| BrandSimple lives up to Its title! |
| Customer Rating: 5 out of 5 |
|
|
Allen Adamson's "BrandSimple," without a doubt, holds up to its title. I have read many books on brand and they all seem to be very process-oriented and heavy with terminology. In my opinion, this book gets to the core of a brand and reaches Adamson's goal of simplifying the brand process. Adamson starts with simple definitions of "brand", "branding," "branding signals," etc.; then, he introduces what I consider the key concept of the book, the "brand idea." For many marketers the "brand idea" is somewhat of an "a-ha "or "duh" moment. It is "the simple, differentiated, and relevant meaning you establish for your brand. [It] is what a brand stands for in people's minds." These three characteristics, "simple, differentiated, and relevant" are all words we have probably attributed to building brands, but Adamson's straightforward approach and commitment to these characteristics truly simplifies the brand meaning. He says it best in the book's introduction, "When your brand is based on a simple, clearly defined idea aligned with a clearly defined business strategy it makes it easier for your brand organization to effectively signal to consumers what makes it different and why this difference is worth caring about."
This book not only illustrates "why brands built on simple ideas are the most successful brands," but it also provides clear instruction on how to create a "BrandSimple" or positioning framework, how to capture your "brand idea" and reduce it to a single phrase or sentence, how to chose an effective brand name, how and when to create branding signals; and, it is rich with first-hand examples and accounts of brands that have both succeeded and failed in all these areas. Adamson uses his 20 years of experience with Ogilvy & Mather, Lever, Landor Associates, and other prominent companies to bring his concepts to life. He provides informative and useful brand stories from Black & Decker, Snuggle, Country Time Lemonade, HBO, Nikon, Johnson & Johnson, GE and more. Adamson can't and doesn't give you a silver bullet to building and selling your brand, but he provides a strong framework to defining your core difference and he simplifies the process in a way that is easy to follow and implement. This book is so sincere in its delivery, and compelling in its content, it is a must read for anyone working with brands.
|
| Over Stuffed Book of Case Studies |
| Customer Rating: 3 out of 5 |
 |
|
The book sounded good from all of these reviews, and it isn't a terrible book, don't get me wrong, however it dragged on forever about the same "keep it simple" ideas. It got old after the first 3 chapters.
You'll be bombarded with case study after case study, and you'll forget exactly what the author is trying to tell you. Its just overly stuffed with examples -- the book would have been just fine with half of the fluffy content it provided. While the examples were good, it came down to being too much. By chapter 8 I was passing up whole pages about companies and whatever their simple idea was that worked for them.
As other reviews have mentioned, I think the most useful chapter of the book was #9, where the author summed everything up into 10 ideas without any case studies involved.
If you need this book as a reference for simple brand ideas, there are plenty of examples in this to fulfill your needs. But if you're looking for a process or for answers to your marketing needs, this will not be it. It is purely example based.
|
| Excellent book on the art and science of brand building |
| Customer Rating: 5 out of 5 |
|
|
This was an excellent refresher course for me in the art and science of brand building. Allen Adamson has a great marketing background (brand management, advertising, brand development etc.) and writes in an easy to understand and fun to read style.
His explanation of the brand development process (i.e. using business strategy and consumer insights to develop a great, singular brand idea that can be executed across multiple touchpoints) is simple and straightforward.
And the case studies really bring the material to life, showing how the process works in the real world. This is no academic treatise with pure theory, but an actionable book written by a seasoned practitioner at a leading agency (Landor).
|
|
