Landor Associates announces publication of BrandDigital by Allen P. Adamson

19 August, 2008


NEW YORK – Landor Associates, one of the world’s leading strategic brand consulting and design firms, today announced the publication of BrandDigital: Simple Ways Top Brands Succeed in the Digital World, the latest book by Allen P. Adamson, managing director of Landor’s New York office, and author of BrandSimple: How the Best Brands Keep it Simple and Succeed. David Kirkpatrick, senior editor of internet and technology for FORTUNE Magazine, provides the foreword.

With digital technologies magnifying brand experiences, marketers are being asked to explore and integrate new channels for engaging consumers. The challenge is sorting through the abundance of opportunities to understand what is most effective for the brand, as demonstrated by participation, feedback and overall engagement. Using case studies from leading companies like Nike, Johnson & Johnson, Procter & Gamble, and PepsiCo, BrandDigital explains how to engage in digital activity to deliver better products and services.

“The shift of brand control from marketers to consumers has been dramatic and swift, which can mostly be credited to the advent of digital technologies and the demand for instant information by consumers,” said Charlie Wrench, chief executive office of Landor Associates. “Landor’s clients are embracing this shift, and I believe BrandDigital will provide a roadmap for marketers who recognize the critical need to leverage digital for continued brand growth and success.”

Based on over 100 interviews with top branding executives, Adamson provides an insightful portrait of how new digital developments are helping marketers better build and manage their brands, and why it’s more important than ever for marketers to remember the most basic principles of building a powerful brand: to gain significant insights about consumers, and to establish a simple and compelling brand promise.

“Digital technology has not changed the basic principles of brand building. What once was necessary to do our jobs is still necessary,” explained Adamson. “Whether one refers to it as a channel, a medium, or a discipline, digital technology has served to redefine the scale of power of the essential truths of branding. My objective is that everyone who reads this book becomes comfortable inside their digital skins.” While the rise of blogs, online communities, widgets, and social networking sites are making it easier for marketers to reach consumers – a first in brand-led business – marketers are being asked to stretch the boundaries of traditional media to connect, and ultimately, keep up at an accelerating rate with consumers. This often seems like a daunting task, but using a straightforward and familiar voice, Adamson identifies (and answers) the essential questions marketers must ask prior to embarking upon any digital endeavor.

Among the topics discussed in BrandDigital are:
  • Developing search functionality as part of your marketing mix
  • Choosing the proper technology to reach a particular audience
  • Creating a successful viral campaign
  • Using consumer-generated content for gathering meaningful insights
BrandDigital is published by Palgrave MacMillan and is available beginning today in print and e-reader format. In addition to the book, a content-rich site also launched today. At BrandDigital.com, you can read new interviews with market leaders embracing digital technologies, view a calendar of Adamson’s upcoming events, access a lexicon of terms, and link to Adamson and Kirkpatrick’s blogs and profiles on sites like Facebook and LinkedIn.

About Landor Associates
Landor Associates is one of the world’s leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors.

Landor’s holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement, and digital branding.

With 24 offices in 18 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BP, Cathay Pacific, Citi, Danone, Delta, Diageo, Emaar Properties, FedEx, Frito-Lay, the City of Hong Kong, HSBC, LG Group, Marriott Hotels & Resorts, Microsoft, Procter & Gamble, and PepsiCo.

Landor is part of WPP, one of the world’s largest global communications services companies.
For more information, please visit www.landor.com.

About Allen P. Adamson
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.

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, 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 and CNBC Canada’s Report on Business Television. He is often quoted in publications such as The Wall Street Journal, Advertising Age, The New York Times, The New York Post, the Orlando Sentinel, 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.

Before joining Landor, Adamson gained branding and marketing expertise on both the agency and client sides. As Senior Vice President, Group Director at Ammirati & Puris and DMB&B, his clients included Procter & Gamble, Kraft Foods and M&M/Mars. At Lever Brothers, he was Group Product Manager, responsible for a number of major brands. His career began at Ogilvy & Mather in 1979.

Adamson received a BS from Newhouse School of Communications at Syracuse University and an MBA from NYU’s Stern School of Business.

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