The edge
Subtitle: 50 tips from brands that lead
By: Allen P. Adamson ; foreword by Steve Forbes
Publisher: Palgrave Macmillan
Published: 2013
Place of publication: New York, NY
Language: eng
Number of pages: 269
ISBN-13: 9780230342248
Subjects: Product management; Qualite des produits; Service a la clientele; Communication; Marques commerciales; Marketing; Branding (Marketing)
Description: "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 moment's 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."--Publisher's description.
Notes: Includes index.
Table of contents: title: To have an edge, a brand has to be different, relevant, and have energy; title: To have an edge, a brand must start with a simple idea based on "who" and "why," not just "what" and "how"; title: To have an edge, a brand's actions must tell its story; title: To have an edge, a brand's customers should want to tell its story; title: To have an edge, gear up for a marathon, not a sprint; title: To have an edge, a brand must know where it can play and win.