Brand Digital
Simple Ways Top Brands Suceed in the Digital World
Adamson, Allen P.
Hardcover
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BOOK SYNOPSIS
Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they’ve experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.
AUTHOR BIO
Allen Adamson is managing director of Landor Associates, a pre-eminent branding firm with more than twenty offices in sixteen countries. Adamson 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. Adamson 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 lives in New York City.
BOOK REVIEWS
Praise for BrandSimple: "An unusually readable how-to book that will help anyone involved in branding understand what works and why."--Publishers Weekly "Supplies guidelines and dozens of examples that will inspire the reader who is hoping to develop a breakthrough brand idea."--Philip Kotler, Kellogg School of Management "In a world of information overload and lack of trust in major institutions, the power of a simple idea conveyed through branding is more important than ever."--Richard Edelman, President & Chief Executive Officer, Edelman Worldwide "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 "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 "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 one of the leaders 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 "Difficult is easy. Simple is tough. With BrandSimple, Adamson delivers the goods simply and directly--a tough and daring thing to do."
--Joel Saltzman, author of Shake That Brain!: How to Create Winning Solutions and Have Fun While You're at It
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MORE BOOK INFO
ISBN: 0230606040
ISBN(13-digit): 9780230606043
Dewey Decimal: 658.8/27
Library of Congress: 2008017390
Book Publisher: St Martins Pr
Language: ENG
No. of Pages: 274
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