BrandSimple How the Best Brands Keep It Simple and Succeed

Name: BrandSimple How the Best Brands Keep It Simple and Succeed
Price: 3.77 USD
Availability: InStock
ISBN: 9781403984906

ISBN-10: 1403984905

ISBN-13: 9781403984906

Edition: 2007

Authors: Martin Sorrell, Allen P. Adamson

List price: $16.99

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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…

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: 0.264
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