The Edge: 50 Tips from Brands that Lead
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- 10,99 €
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- 10,99 €
Beschreibung des Verlags
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.
PUBLISHERS WEEKLY
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. The case studies are pleasantly concise, but at the expense of any depth. While no discussion of branding can leave out Steve Jobs, this book mentions him almost as often as it does the fictional Don Draper of Mad Men. Adamson also describes Facebook's Mark Zuckerberg as a "social revolutionary" who is "very grounded," but ignores much of the controversy that surrounds him. Adamson utilizes interviews with top marketing managers, but stays mainly on the surface of their success. These conversations are "fascinating" (an adjective that describes no less than five of his exchanges) or "interesting" (another five), but lack complexity. For example, Sara Bird at Annie's Homegrown remarks on the hiring of a sustainability director to "ensure that we continue to walk the talk," but doesn't have time to reveal how the hire keeps their brand "honest." The telegraphic nature of Adamson's advice makes it difficult to put into practice, but the book does provide a succinct, if superficial, sense of the current brand landscape.
