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

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4,6 étoiles sur 5 66 commentaires client

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Descriptions du produit

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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Amazon.com: 4.6 étoiles sur 5 66 commentaires
4.0 étoiles sur 5 Excellent book about brands and branding. 13 septembre 2014
Par Nicola Tomatis - Publié sur Amazon.com
Format: Broché Achat vérifié
--- Summary ---
BrandSimple is an excellent book about brands and the branding process. The book clearly defines the meaning of brand, branding, brand idea, brand strategy, and brand signals.
It is not the easiest book to read, but it remains very funny thanks to the concrete examples, which are presented all along the book.

--- Model / Concepts ---
The book presents in deep details the following concepts:
1. Understand that brand (associations/feelings) and branding (process) are different concepts.
2. Establish a differentiated meaning for your brand that the consumers you want to reach care about.
3. Know exactly who you want to talk to.
4. To find a different and relevant brand idea, look for the obvious.
5. Make sure your brand idea aligns with your business strategy.
6. Capture the essence of your brand idea in a brand driver-a simple statement of what your brand stands for.
7. Draw a map of the customer's journey with your brand.
8. Pick your battles: Invest in customer interactions with the greatest potential to drive consumer perception.
9. Remember, only the paranoid survive and don’t lose the center.
10. Remember that brand building is a marathon event.

--- Impact ---
The impact is important both for beginners as well as for experts. The presented concepts are simple to put in place and the given examples are inspiring.

--- Rating ---
rating Amazon – 4.7/5.0 (64 reviews)
my rating - 4.0/5.0
fun factor - 4.0/5.0
simplicity - 3.5/5.0
impact - 4.0/5.0
2 internautes sur 2 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Simple. Obvious. Helpful for beginners 30 mars 2012
Par Pauken Player - Publié sur Amazon.com
Format: Broché Achat vérifié
A worthwhile read ...if you're just getting started in business.

If, however, you've been in the business for any period of time you'll find yourself viewing this as a "refresher" resource -- never a bad thing. But one that needs refreshing.

Here are some suggestions for that.

The author should use the words "I," "me," "my" and "mine" *much* less frequently. That goes double for the names of his employers (especially the present one). The book would have been less of an advertorial... and *much* shorter and an even quicker, much more enjoyable read.

There are a number of examples that effectively demonstrate the fast-changing complexion of marketing. For instance, the author heaps a lot of praise on the Baby Einstein brand. There is no mention that Disney (who acquired BE) gave consumers refunds when research indicated that the videos provided no educational benefit.

And there is lots of praise for BP and how that -- once again -- two of the author's employers -- helped to develop new branding for that company.

And similar coverage for Compaq. This may not shock you by now, but Compaq worked closely with the author to transform itself. The transformation was so complete the brand ceased to exist in 2010.

This book is ripe for being rewritten. I'd wait until then before making a purchase.
4.0 étoiles sur 5 A good, though broad, overview of branding and important key considerations 18 novembre 2013
Par Jack - Publié sur Amazon.com
Format: Broché Achat vérifié
The book accomplishes exactly what its title suggests - a simple overview and explanation of product positioning and brands. The author is true to the advice he gives. If you are new to the concept or perhaps need some guidance, the book might help give you a framework to get started.

That being said, of all branding books that I've read (several in the past week), this one is probably the least in depth. As such, I would probably read this before any of the others or if you have no background in the subject. There are ample case studies in this book but not a wealth of substantive lessons. Additionally, the important concepts that are conveyed in this book become repetitious.

Still a good read written by an expert. I did not disagree with any of the material. Finally, Keep in mind this was written in 2006 and that there are many books on branding that are more heavily focused on the internet/e-commerce.
3.0 étoiles sur 5 Mixed feelings 24 novembre 2010
Par R - Publié sur Amazon.com
Format: Broché Achat vérifié
I like many of the ideas contained in this book, but feel that it could have been about half of its actual length. Keep it simple, engage your employees (internal branding), etc.--these core concepts get hit on repeatedly. Some might argue--Adamson included--that repetition helps to reinforce concepts, but it felt like some tighter editing might have been in order. The concepts are not revolutionary to anyone involved in advertising or design, but do help to reinforce what you already know.

I would have appreciated some additional information on branding service-based organizations. There is a bit of an emphasis on packaged goods and product brands.

By the book's halfway mark, it was starting to feel like case studies were getting too much weight. Do I really need to read five pages about Compaq? Chapter 8 (40 pages) is all case studies. This chapter was a bit exhausting; followed by a short conclusion, the books kind of sputters out at the end. It left me wanting more meat.

Adamson clearly has many contacts and did a lot of interviews; by the end of the book, one had the feeling that he wanted to get all the fruits of his labor into the book.

There is a longish chapter (20 pages) on naming brands. Unless you're working at a big agency or branding firm (e.g., Landor), this may not be relevant to you as you will typically be working with preexisting brands.

Having said all this...Adamson is Landor's managing director, so unsurprisingly there are more than a few gems (and some semi-proprietary information) in here that make the read worthwhile.
5.0 étoiles sur 5 BrandSimple lives up to Its title! 7 août 2009
Par Teresa Carvalho - Publié sur Amazon.com
Format: Broché Achat vérifié
Allen Adamson's "BrandSimple," without a doubt, holds up to its title. I have read many books on brand and they all seem to be very process-oriented and heavy with terminology. In my opinion, this book gets to the core of a brand and reaches Adamson's goal of simplifying the brand process. Adamson starts with simple definitions of "brand", "branding," "branding signals," etc.; then, he introduces what I consider the key concept of the book, the "brand idea." For many marketers the "brand idea" is somewhat of an "a-ha "or "duh" moment. It is "the simple, differentiated, and relevant meaning you establish for your brand. [It] is what a brand stands for in people's minds." These three characteristics, "simple, differentiated, and relevant" are all words we have probably attributed to building brands, but Adamson's straightforward approach and commitment to these characteristics truly simplifies the brand meaning. He says it best in the book's introduction, "When your brand is based on a simple, clearly defined idea aligned with a clearly defined business strategy it makes it easier for your brand organization to effectively signal to consumers what makes it different and why this difference is worth caring about."

This book not only illustrates "why brands built on simple ideas are the most successful brands," but it also provides clear instruction on how to create a "BrandSimple" or positioning framework, how to capture your "brand idea" and reduce it to a single phrase or sentence, how to chose an effective brand name, how and when to create branding signals; and, it is rich with first-hand examples and accounts of brands that have both succeeded and failed in all these areas. Adamson uses his 20 years of experience with Ogilvy & Mather, Lever, Landor Associates, and other prominent companies to bring his concepts to life. He provides informative and useful brand stories from Black & Decker, Snuggle, Country Time Lemonade, HBO, Nikon, Johnson & Johnson, GE and more. Adamson can't and doesn't give you a silver bullet to building and selling your brand, but he provides a strong framework to defining your core difference and he simplifies the process in a way that is easy to follow and implement. This book is so sincere in its delivery, and compelling in its content, it is a must read for anyone working with brands.
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