In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for attention, it is more difficult than ever to create effective brands. Allen Adamson offers a refreshingly simple solution: Bring back the basics of good branding and ensure success. Build a brand on a good idea that you test. Make sure the design and message of your brand fits the brand's true meaning, and stay away from unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, from GE to IBM, Adamson shows how to communicate with customers and make your brand resonate. He also gives a behind-the-scenes look at his work with traditional names like Maxwell House as well as newcomers like JetBlue and iPod, explaining what they do right--and wrong.

Allen P. Adamson is the author of BrandSimple: How the Best Brands Keep it Simple and Succeed and managing director of the New York office of Landor Associates, one of the world's leading strategic brand consulting and design firms, with 24 offices in 18 countries. He has worked with some of the world's leading organizations, overseeing branding efforts for clients such as Diageo, GE, PepsiCo, Pfizer, Procter & Gamble, Sephora, and Verizon. Adamson has appeared on CNBC, FOX Business Network, and on NBC's Today show. He is often quoted in the New York Times, the Wall Street Journal, Advertising Age, USA Today, and Brandweek. Adamson lives in New York City with his wife and two children. Please visit http://www.branddigital.com/book/reviews