Author(s): Allen P. Adamson
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.
"How do the top brands stay on top in such a remarkably fast-evolving market? In his new book, Allen Adamson gives readers answers from the inside. Filled with lively interviews and valuable tips directly from some of the top minds in the fields of marketing, social media, technology and popular culture, "The Edge" reveals what's required to become and stay a leading brand. Both entertaining and instructive, it's a must-read for every marketer." --Beth Comstock, Senior Vice President, CMO, GE
"I always learn something from my interviews with Allen Adamson..... to gain an advantage, it's necessary to go the extra mile, act with greater ambition and determination. Average is over. Companies must ask themselves: Is our product something that is distinctive enough that we feel proud enough to put our name on it?" --Thomas Friedman, "The New York Times"
"Once again, Allen Adamson brings to life the rules of smart brand-building in simple, no-nonsense, fast-paced style, pulling together tips and insights from an impressive list of the most successful names in marketing, media, technology, and entertainment." --Eric Kessler, President and Chief Operating Officer HBO
"As Allen Adamson makes clear in "The Edge," it's only getting harder for a brand to maintain leadership. As such, the power of a brand idea has never been more important. We may influence the messages around our brands, but we can quickly lose control. A brand's story better be tight to turn cacophony into music." --Antonio Belloni, Chief Operating Officer, LVHM
"Adamson's latest book is a great guide for any marketer navigating the rough waters of the future. With good humor, strong examples and a frank tone, he is on-point with "The Edge." This is a fast and intimate view of what makes successful brands and the icons behind them. Truly news you can use." --Faith Popcorn, CEO, Faith Popcorn's BrainReserve
"What would you give to know the inside tricks of dozens of today
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 quoted in The New York Times, The Wall Street Journal, Advertising Age, and USA Today.