Brandsimple : how the best brands keep it simple and succeed / Allen P. Adamson.
By: Adamson, Allen P
.
Material type: 
BookPublisher: Basingstoke : Palgrave Macmillan, 2007Description: xxv, 230 p. ; 24 cm. + pbk.ISBN: 9781403984906 ; 1403984905 .Other title: Brand simple : how the best brands keep it simple and succeed.Subject(s): Brand name products -- Philosophy | Branding (Marketing)DDC classification: 658.827 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.827 (Browse shelf(Opens below)) | 1 | Available | 00169865 |
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Enhanced descriptions from Syndetics:
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.
Originally published: 2006.
Includes index.
Part I: 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 -- Part II: 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.
CIT Module DESI 7004 - Core reading.
Table of contents provided by Syndetics
- Acknowledgments (p. ix)
- Foreword (p. xi)
- Introduction (p. xv)
- Part I What the Best Brands Know
- Chapter 1 Start with the Basics (p. 3)
- Chapter 2 A Short History of the World of Brands-Really Short (p. 29)
- Chapter 3 What's Changed Since 1970 and What It Means to Brands (p. 45)
- Part II How the Best Brands Succeed
- Chapter 4 Step One: Establish Your Brand Idea (p. 59)
- Chapter 5 Step Two: Capture the Essence of Your Idea (p. 105)
- Chapter 6 Step Three: Get Your Employees Engaged in the Idea (p. 133)
- Chapter 7 Step Four: Consider Your Brand's Name (p. 159)
- Chapter 8 Step Five: Create Branding Signals Beyond the Name (p. 181)
- Chapter 9 Ten Mental Files to "Save As" (p. 221)
- Chapter 10 A Final Simple Thought (p. 223)
- A Few of the Terms You Need to Know (p. 225)
- Index (p. 227)