Summary of The Edge
Allen P. Adamson and Foreword by Steve Forbes, The Edge, published 2013 Copyright © Allen P. Adamson, 2013. Reproduced with permission of Palgrave Macmillan
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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.