The Edge: 50 Tips from Brands That Lead

By 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.

"The Edge "is thoroughly enjoyable, well-researched, and up-to-date in a fun and informative writing style. Allen Adamson uses interviews with brand marketers to bring a behind-the-scenes look at the making of some of our favorite brands. In the end, it's an honest view of what success and failure looks like.--Gary Elliott, Former Vice President, Global Marketing, Hewlett-Packard and Chair of the Association of National Advertisers (ANA)



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About the Hardcover

Publisher Palgrave MacMillan
Publish date 01/01/2013
Pages 269
ISBN-13 9780230342248
ISBN-10 0230342248
Language English