In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create ef

Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and i

Emphasizing the importance of effective brands in a competitive market, an expert in the field discusses the basics of good branding, including the importance o

Explains how top brands have maintained a competitive edge, how rapid Internet-based networks are challenging the control of brand reputation, and how companies

This book taps into both success stories and cautionary tales from others to provide you with a smart, calculated approach to knowing both: 1) when to change co