In his new book, The Edge: 50 Top Tips from Brands that Lead, Allen Adamson succinctly accounts specific challenges facing the biggest brands of today -- from major companies like Apple, Zappos, GE, P&G and General Mills to celebrity brands like Justin Bieber, 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.
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.
- The Edge also 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 is managing director of the New York office of Landor Associates where he is responsible for operations, overseeing branding efforts for a broad spectrum of corporate and consumer brands in industries ranging from technology to health care to fashion.
He also writes a bimonthly column for Forbes.com. He has appeared on NBC’s Today Show, CNBC’sSquawk Box and Closing Bell, and on the Fox Business Network.
Adamson is frequently quoted in publications, such as Advertising Age, the New York Times, USA Today, the Wall Street Journal, and the Washington Post. He regularly lectures at New York University’s Stern School of Business and the Yale School of Management.