Brandsimple: How the Best Brands Keep it Simple and Succeed - Tapa dura

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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.