Brandsimple : how the best brands keep it simple and succeed
著者
書誌事項
Brandsimple : how the best brands keep it simple and succeed
Palgrave Macmillan, 2006
1st ed
- タイトル別名
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Brand simple
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注記
Includes index
内容説明・目次
内容説明
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 P. 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.
目次
- Introduction
- Start with the Basics
- A Short History of the World of Brands
- What's Changed Since 1970 and What It Means to Brands
- Step One: Establish Your Brand Idea
- Step Two: Get to the Essence of Your Idea
- Step Three: Get Your Employees Engaged in the Idea
- Step Four: What's In a Name? More than Meets the Eye
- Step Five: How to Create Branding Signals
- Ten Mental Files to "Save As"
- Terms You Need to Know.
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