BrandDigital: Simple Ways Top Brands Succeed in the Digital World

By Allen P. Adamson
Publisher: Palgrave Macmillan
Official Book Website | Read an excerpt

"BrandDigital is an excellent handbook for the 21st Century brand manager. It is a modern worldview still true to time honored, immutable brand management concepts."
— Russ Klein, President of Global Marketing, Strategy, Innovation, Burger King

"This is one of most enjoyable behind the scene discussions of the best lessons in digital marketing. Readers can immediately take advantage of what is revealed here. Some of the best, most sage advice on the subject."
— Gary Elliott, Vice President of Corporate and Brand Marketing, Hewlett-Packard

"As the pace of digital technology increases, the job of a marketer simultaneously gets more complicated and more exciting. But as Allen Adamson points out so powerfully in BrandDigital, the basic rules of brand building still apply. He shows how authentic storytelling and relevance become even more powerful for those who harness digital."
— Beth Comstock, Chief Marketing Officer, GE

In his best-selling book, BrandSimple: How the Best Brands Keep it Simple and Succeed, Allen Adamson explained, in a straightforward manner, how powerful brands get built. Adopting the same engaging style in BrandDigital: Simple Ways Top Brands Succeed in the Digital World, he explains that in the fast accelerating digital marketplace the basic principles of building a powerful brand have not changed (as some may think) but, rather, have been magnified. He clearly demonstrates that in an environment where everything is visible, audible, and sharable, brand professionals have an unprecedented opportunity to learn more about their customers than ever before, making it possible to deliver experiences that reinforce customer relationships – and brand equity – more successfully than ever before.

Based on over 100 interviews with top branding executives on both the corporate side and the agency side of the table, Adamson makes his point by using case studies from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nikon, Ameriprise, Burger King, PepsiCo, and General Mills. Citing lessons learned from these professionals, he provides example after example of why, in the digital arena, it’s never been more important to gain significant insights about consumers, to establish a simple and compelling brand promise based on these insights, and to make good on the brand promise through interactions that are as memorable as they are credible. He puts into proper context all the talk about Google, YouTube, Second Life, social networks, and blogs, and makes clear their role in the branding process. Chock full of stories from the frontlines of branding, Adamson puts into plain words how the best companies are taking advantage of digital technology and the behavior it generates to build more powerful bonds with their customers, and stronger, more positive associations with their brands.

For more information, please visit www.branddigital.com

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About the Author

Allen P. Adamson is the Managing Director of the New York office of Landor Associates and author of BrandSimple: How the Best Brands Keep it Simple and Succeed and the forthcoming BrandDigital: Simple Ways Top Brands Succeed in the Digital World.

Responsible for all aspects of the New York office’s operations, Adamson has overseen branding efforts for a broad spectrum of corporate and consumer brands in industries ranging from technology to healthcare to fashion. Under his leadership, Landor’s New York office partners with a wide array of clients, including ANA, Blackberry, Citigroup, Diageo, GE, Kraft, P&G, PepsiCo, Pfizer, PGA, Wyeth, the United Negro College Fund and Verizon. Additionally, he counsels professional organizations on branding.

Adamson is a sought after industry commentator and has penned numerous articles on branding and marketing issues for industry publications. He has appeared on NBC’s Today Show, CNBC and FOX Business Network. He is often quoted in publications such as The Wall Street Journal, Advertising Age, The New York Times, USA Today, The Washington Post and Forbes. He regularly lectures at New York University’s Stern School of Business and the Yale School of Management. He is also a member of the American Management Association and speaks on branding for a range of professional organizations.