The Edge by Allen P. Adamson
50 Tips from Brands that Lead

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Synopsis

In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moments notice. Any misstep away from the brand message  becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that not only costs the brand money, but also costs customer support, hurting a brand’s image and integrity.

In The Edge, Allen Adamson examines how the leading brands of today maintain their dominance in the market utilizing the strategies put forth in his previous books BrandSimple and BrandDigital.   Adamson succinctly accounts specific challenges facing the biggest brands of today, from major companies like Apple and General Mills to celebrity brands like Lady Gaga and Jay Z. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the market. 

 

About Allen P. Adamson

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Allen P. Adamson is managing director of the New York office of Landor Associates, one of the world's leading strategic brand consulting and design firms. He is also author of BrandDigital: Simple Ways Top Brands Succeed in the Digital World and BrandSimple: How the Best Brands Keep it Simple and Succeed. Adamson has partnered with a wide array of clients, including Diageo, Sephora, GE, Procter & Gamble, PepsiCo, Pfizer, and Verizon. He is a sought-after industry commentator, appearing on CNBC, FOX Business Network, and The Today Show, and has been quoted in The New York Times, The Wall Street Journal, Advertising Age, and USA Today. 
 
Published January 8, 2013 by Palgrave Macmillan Trade. 285 pages
Genres: Business & Economics, Computers & Technology, Professional & Technical, Education & Reference. Non-fiction

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He discusses the importance of recognizing what's missing in the market place—e.g., Proctor and Gamble's 2008 jump into dry cleaning with Tide Dry Cleaners—and the involvement of consumers in the development of the brand—e.g., General Mills’ popular Box Top University, where consumers mail in cou...

Oct 22 2012 | Read Full Review of The Edge: 50 Tips from Brands...

Publishers Weekly

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Brand strategy expert Adamson (BrandDigital) provides a glossy, timely introduction to brand management as told through the big brands in the U.S. marketplace today.

Oct 29 2012 | Read Full Review of The Edge: 50 Tips from Brands...

New York Magazine

In one scene, our heroes (human, Narnian, and centaur) run from a bunch of Telmarine soldiers heading down a flight of stairs, and there’s a shot of the good guys trying to lift the heavy gate and then a shot of the soldiers on the stairs and then a shot of the gate beginning to budge and then a ...

May 26 2008 | Read Full Review of The Edge: 50 Tips from Brands...

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