Summary of The Edge

Allen P. Adamson

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Rating

8 Overall

8 Applicability

6 Innovation

7 Style

Recommendation

How do Apple, GE, IBM and Procter & Gamble remain successful brands? Branding expert Allen P. Adamson explains strategies these companies use that you can adopt to sharpen your branding edge. He details how to deal with branding challenges in today’s hypercompetitive marketplace and outlines 50 tips your company can utilize daily to stay ahead in the never-ending branding race. In a rare slip, Adamson says Super Bowl ads are sold in 30- and 60-minute chunks; think of 30 and 60 seconds instead, and don’t hold the typo against him – that would be bad for his brand. getAbstract recommends his sound, worldly advice to marketing professionals, entrepreneurs, start-ups, home businesses and anyone trying to stand out in an overheated, overcrowded marketplace.

In this summary, you will learn

What a brand is,
What branding is,
What factors make brands long-lived and successful, and
How you can define your brand.

About the Author

Allen P. Adamson, managing director of the New York office of global branding strategists Landor Associates, writes a bimonthly column for Forbes.com.

Summary

Branding
Some people mistakenly believe that a brand’s success depends on a clever, compelling advertising campaign. Such promotion is vital, but another consideration matters more to marketing professionals: What do consumers think about their brand, and what makes it special to them...