BrandSimple How the Best Brands Keep It Simple and Succeed

ISBN-10: 1403984905

ISBN-13: 9781403984906

Edition: 2007

List price: $16.99 Buy it from $3.00
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Description:

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.
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Book details

List price: $16.99
Copyright year: 2007
Publisher: St. Martin's Press
Publication date: 8/7/2007
Binding: Paperback
Pages: 256
Size: 6.00" wide x 9.25" long x 1.00" tall
Weight: 0.858
Language: English

Acknowledgments
Foreword
Introduction
What the Best Brands Know
Start with the Basics
A Short History of the World of Brands-Really Short
What's Changed Since 1970 and What It Means to Brands
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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