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 as well as newcomers like iPod, explaining what they do right and wrong.
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 as well as newcomers like iPod, explaining what they do right and wrong.
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Autorenporträt
Allen P. Adamson is Managing Director of the New York office of Landor Associates, one of the world's leading strategic brand consulting and design firms. He is also author of BrandDigital: Simple Ways Top Brands Succeed in the Digital World and BrandSimple: How the Best Brands Keep it Simple and Succeed . Adamson has partnered with a wide array of clients, including Diageo, Sephora, GE, Procter & Gamble, PepsiCo, Pfizer, and Verizon. He is a sought-after industry commentator, appearing on CNBC, FOX Business Network, and The Today Show, and quoted in The New York Times, The Wall Street Journal, Advertising Age , and USA Today.
Inhaltsangabe
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 -
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 -
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