by Allen P. Adamson
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Product 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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Average Customer Review:
0 of 3 people found the following review helpful:
 Brand-do-do bigtime, 2008-08-14
I can't take it anymore, I'm only on pg 73, this guy is driving me up the wall.
he keeps confusing product design (egg) and branding (chicken) as the samething and their not. what comes first, type of problem, the chicken or the egg.. (I can hear Adamson saying it the samething dummy)
This book, is his resume, he has to be looking for work
on pg 71 he makes a reference to VCR, u can't even buy one, much less use one....so why bring that up....i'm guessing, he pushed his old note.
if your still confused after reading the book, hire his agency so they can pick your pocket clean...brand-broke
the reason I didn't give it one star, u might think i'm some nut
I bet $20 he used his friends to pump the 4.5 rating
update:
finished the book and tossed it in the garbage can
0 of 0 people found the following review helpful:
Great approach to the topic of branding with solid information, 2008-07-19
BrandSimple is a refreshingly easy read that boils the essence of brands and branding down to, well, their simplest but most important basics. Anyone involved in business management of any kind should read this book.
Adamson reminds us throughout the book that a brand is a very different thing than branding and that marketers cannot be great at branding without first creating a great brand.
The best brands are different. They promise something different and unique and deliver on that promise every time. They also find a way to simplify their brand message so that just about everyone instantly "gets it" and that the "it" resonates and seems obvious after the fact. Getting to that simplicity can require a lot of hard work and thinking, but making it seem so simple, obvious and intuitive is the key.
As Managing Director of Landor Associates, Allen Adamson peppers the book with real-world examples from his work at Landor and from his previous positions. His case studies show how the best brands work tirelessly to emerge with a simple promise and a simple message that is easily communicated in just a few words.
The real examples are brief yet clearly show the challenges and ultimate solutions from brands like Compaq, Visa, Apple, Aquafina, Baby Einstein, BlackBerry, JetBlue, Timberland, Pixar and many more. He uses these brands to show that often a simple insight that makes your product different is the real power in building a great brand -- as long as that difference is important and relevant to your potential customers.
The book is written at an easy reading level so that any business manager will be able to readily breeze through it without tons of technical branding terminology and grasp the important concepts. This in turn will inspire them to reevaluate and transform their own brands. The book is straight-forward, simple and highly insightful and useful.
On my "Professional Marketer Investment Scale";
($-Poor investment, $$$$$-Great investment)
Rating: $$$$$
0 of 0 people found the following review helpful:
A MUST read book for young Ad Agency Startups, 2008-07-08
- If you're starting an ad agency, marketing business, or developing your own brand you NEED to read this. I know while reading personally, I had to stop and breathe every 2 pages and take notes because it was packed with so many thought provoking truths.
- Every page has something important or special. Usually books like these are written with a lot of Filler in between chapters just to make the book longer. However BrandSimple avoids this, and stays clear, simple, and informative throughout the end.
- I'm keeping this one, If I ever hire employees for my Ad Agency this book will be a mandatory read.
- Also, Tested Advertising Methods by John Caples is a Must read as well.
0 of 0 people found the following review helpful:
Much Needed Book for Anyone Starting or Growing a Business, 2008-06-11
This book provides insight about how to make your brand stick. With all the marketing noise that we as business people have to penetrate through, it is necessary to differentiate your product. This book details the process of creating a relevant brand in our global market. I recommend this book to anyone who has a business at any level from a home based business to a start up. It is written in a simple style and is highly informative with stories and interviews to highlight the key points. Learn how to establish your brand idea and align your signals for a profitable return.
1 of 1 people found the following review helpful:
One of the best books ever read., 2008-05-07
I've just finished reading BrandSimple and wanted to thank Allen for writing this book.
We are at a stage in the life of our company in which we are using branding & positioning to go head-to-head with companies that are much bigger than us and BrandSimple has saved us from making many mistakes that would have cost us dearly in both the short & long term.
Beware though, that this book has been written in a compelling manner which is true to its mantra (i.e. keeping things simple) and will make the reading of other most other marketing books much more difficult.
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