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Brandsimple: How the Best Brands Keep It Simple and Succeed (Anglais) Broché – 9 octobre 2007


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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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Couverture | Copyright | Table des matières | Extrait | Index
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47 internautes sur 52 ont trouvé ce commentaire utile 
Chock full of stuff you can use to make you better at your job 14 novembre 2006
Par Tony Gomes - Publié sur Amazon.com
Format: Relié
Being the founder of a creative consultancy, I face the difficult challenge of differentiating my client's products and services everyday. Most of the books I've read on this topic are rather theoretical and, therefore, not very useful. Allen Adamson's "BrandSimple" is quite the opposite. It is chock full of stuff I can use to make me better at my job. It illustrates how a simple brand idea can cut through the clutter like a hot knife through butter. It also provides valuable techniques to help you get there. Real life case studies from clients such as GE, FedEx and Baby Einstein beautifully illustrate the points made in the book. I would recommend it to both marketing professionals and students alike. In fact, I have put "BrandSimple" on the required reading list for the graduate course I teach at Columbia University.
47 internautes sur 53 ont trouvé ce commentaire utile 
BrandSimple warrants serious attention 1 novembre 2006
Par NightMayer - Publié sur Amazon.com
Format: Relié
Books about brands and branding come across my desk all the time. All are well-intentioned, most have some wisdom to impart, many are simplistic, and few have the focus or wide enough range of experience to warrant serious attention.

Allen Adamson's "BrandSimple" warrants serious attention.

Adamson is Managing Director of Landor Associates, one of the pioneers in brand development that is part of the Young & Rubicam family. With brand (Lever) and ad agency (Ogilvy & Mather, Ammirati & Puris, DMB&B) experience, and client involvement at Landor alone with Citigroup, Diageo, IBM, P&G and Pfizer, among others, Adamson is in a position to provide an insider's perspective. And he delivers one.

"BrandSimple" combines theory and case study to amply illustrate the book's subtitle: "How the best brands keep it simple and succeed." The anecdotes are fascinating and instructive, and the descriptions of some of the tools available to brand marketers open new ways of evaluating brand performance.

(OK, it's a little self-promoting --others have similar tools to Y&R's BrandAsset Valuator and Landor's Brand Journey mapping. But Adamson gives clear explanations of these and other processes. Understanding them will help any reader approach a brand, or the process of branding, better.)

The highlights are in the details. The almost off-hand observation that, "When a brand has a higher degree of relevance than differentiation, the brand has become a commodity." Common sense to a brand professional? Of course. But how often do we overlook common sense when caught up in the day-to-day crunch?

Adamson also pointedly differentiates between a brand, and branding -- the latter being "how you go about establishing your brand's differentiated meaning in people's minds. . . the transmission of the idea" that defines the brand itself. Branding has to do with logos, packaging, and so on. The BrandSimple concept has to do with clearly defining that differentiated meaning in the first place -- the critical step too many brand managers don't fully appreciate.

Adamson poses series of questions throughout the book that constitute a must-have checklist for any brand marketer. To take them out of context here would make them sound simplistic. Take my word, when used properly, those questions will help you define your brand, your marketing objectives and your success on a whole new plane.

(As published in the e-letter Mayer On Marketing, 11/1/06; copyright 2006 EPM Communications, Inc.)
34 internautes sur 42 ont trouvé ce commentaire utile 
Inspiration for coming up with a simple brand idea 30 octobre 2006
Par Lulu Raghavan - Publié sur Amazon.com
Format: Relié
One of the most challenging (and sometimes quite frustrating) aspects of branding is coming up with the big idea on which everything is based. This big idea needs to meet a long list of criteria including being differentiated, relevant, applicable to internal and external audiences, emotionally engaging and, most importantly, simple so that everyone will "get it". Getting to simple is anything but simple.

But Allen Adamson's book BrandSimple does show how to simplify the process of getting to a big idea. It inspires you to pull out a pad and pencil and get to work on cracking that brand problem you've been struggling with for weeks. Allen cites lots of examples of the brand ideas of well established brands like GE and FedEx as well as fast-growing one like LeapFrog, Baby Einstein and BlackBerry. I found the stories behind the creation of the brand idea for many of these brands very interesting. The different brand ideas themselves led to new ideas for the problem I was working on.

My biggest learning from the book is to completely stop the use of marketing jargon (which as a consultant I tend to use a lot) and always strive for the simplest and most elegant solution - visual or verbal. Allen makes a very persuasive argument for why anything that is not simple is doomed to fail. And with the resounding success of brands rooted in simplicity like Google and Apple, I couldn't agree more.
6 internautes sur 6 ont trouvé ce commentaire utile 
Over Stuffed Book of Case Studies 29 juillet 2009
Par Stephen G. Agnic - Publié sur Amazon.com
Format: Broché
The book sounded good from all of these reviews, and it isn't a terrible book, don't get me wrong, however it dragged on forever about the same "keep it simple" ideas. It got old after the first 3 chapters.

You'll be bombarded with case study after case study, and you'll forget exactly what the author is trying to tell you. Its just overly stuffed with examples -- the book would have been just fine with half of the fluffy content it provided. While the examples were good, it came down to being too much. By chapter 8 I was passing up whole pages about companies and whatever their simple idea was that worked for them.

As other reviews have mentioned, I think the most useful chapter of the book was #9, where the author summed everything up into 10 ideas without any case studies involved.

If you need this book as a reference for simple brand ideas, there are plenty of examples in this to fulfill your needs. But if you're looking for a process or for answers to your marketing needs, this will not be it. It is purely example based.
18 internautes sur 23 ont trouvé ce commentaire utile 
Sensible practical read... 16 octobre 2006
Par Elizabeth Glatzer - Publié sur Amazon.com
Format: Relié
Simple ideas sell best, whether you're managing brands or people. So

critical to success today, yet too often ignored. In BrandSimple you'll

learn how and why simple ideas break through the clutter and make for

powerful and profitable brands. It's a wonderfully interesting book, full of

relevant examples and very practical advice.
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