Synopsis
Emphasizing the importance of effective brands in a competitive market, an expert in the field discusses the basics of good branding, including the importance of testing in a market, the essential link of the design and message of a brand with its meaning, and the need to avoid unnecessary and complicated strategies. Reprint.
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About the Author
Allen P. Adamson is Managing Director of Landor Associates, New York, a leading brand development firm within global leader Young & Rubicam. He has worked with clients including GE, IBM, Procter & Gamble, PepsiCo, Pfizer, Philip Morris, and Verizon. He has appeared on The Today Show and CNBC, and is often quoted in The New York Times, The Wall Street Journal, Advertising Age, USA Today, and BrandWeek.
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