While there once was a time when Ivory was soap, Maxwell House was coffee, and IBM was computers, it’s an obvious understatement to say the world has long since changed. In addition to the vast cultural, social, and geopolitical changes that have affected the business of brands, there are simply more brands out there – an almost preposterous number of brands. And as a more-is-more nation, this increase in the number of brands has been accompanied by an increase in the number of branding firms, brand consultants, brand planners, brand equity models, not to mention 200-page brand strategy decks. Given all of this, one might conclude that those who find it complicated and damn challenging to build a powerful brand might be right. And that the others might be lucky. Wrong.
In BrandSimple, Allen Adamson, Managing Director of Landor Associates, one of the world’s preeminent branding firms, demonstrates that the business of brands doesn't have to be complicated, muddled or confusing. Quite the opposite, he explains that the answer to brand success is simple. That is, if you ensure that your brand stands for something that is not simply compelling, but compellingly simple to understand: Build your brand on a simple idea that can be adopted by an entire brand organization and executed brilliantly and consistently across all points of customer interaction.
Applying lessons learned from his broad experience working with some of the world’s most well-known brands, Allen demystifies the over-processed world of branding in a refreshingly straightforward, easy-to-read style anyone in the field will enjoy and derive great benefit. Using relevant case histories along with interesting anecdotes, activities, and behind-the-scenes stories, he tells – and shows – how uncomplicated branding should be and how any brand large or small can easily implement the ideas it explores.
In the sea of overwritten, hyperbolic books about building brands, there is no single book that illustrates by way of sound principle and clear example how to simplify the branding process to build a powerful brand. BrandSimple is this book.