The Resource The edge : 50 tips from brands that lead, Allen P. Adamson ; foreword by Steve Forbes

The edge : 50 tips from brands that lead, Allen P. Adamson ; foreword by Steve Forbes

Label
The edge : 50 tips from brands that lead
Title
The edge
Title remainder
50 tips from brands that lead
Statement of responsibility
Allen P. Adamson ; foreword by Steve Forbes
Creator
Subject
Language
eng
Summary
"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
Cataloging source
DLC
http://library.link/vocab/creatorName
Adamson, Allen P
Illustrations
illustrations
Index
index present
LC call number
HF5415.15
LC item number
.A33 2013
Literary form
non fiction
http://library.link/vocab/subjectName
  • Product management
  • Branding (Marketing)
  • Branding (Marketing)
  • Product management
Label
The edge : 50 tips from brands that lead, Allen P. Adamson ; foreword by Steve Forbes
Instantiates
Publication
Note
Includes index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
To have an edge, a brand has to be different, relevant, and have energy -- To have an edge, a brand must start with a simple idea based on "who" and "why," not just "what" and "how" -- To have an edge, a brand's customers must tell its story -- To have an edge, a brand's customers should want to tell its story -- To have an edge, gear up for a marathon, not a sprint -- To have an edge, a brand must know where it can play and win
Dimensions
25 cm
Extent
xii, 269 pages
Isbn
9780230342248
Isbn Type
(alk. paper)
Lccn
2012037532
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)811137289
  • (OCoLC)ocn811137289
Label
The edge : 50 tips from brands that lead, Allen P. Adamson ; foreword by Steve Forbes
Publication
Note
Includes index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
To have an edge, a brand has to be different, relevant, and have energy -- To have an edge, a brand must start with a simple idea based on "who" and "why," not just "what" and "how" -- To have an edge, a brand's customers must tell its story -- To have an edge, a brand's customers should want to tell its story -- To have an edge, gear up for a marathon, not a sprint -- To have an edge, a brand must know where it can play and win
Dimensions
25 cm
Extent
xii, 269 pages
Isbn
9780230342248
Isbn Type
(alk. paper)
Lccn
2012037532
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)811137289
  • (OCoLC)ocn811137289

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