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Praise for BrandSimple

In BrandSimple, Allen Adamson demonstrates that the business of brands doesn’t have to be complicated, muddled or confusing. Quite the opposite, he explains that the answer to brand success is simple. That is, you must ensure that your brand stands for something that is not simply compelling, but compellingly simple to understand. Build your brand on a simple idea that can be adopted by an entire brand organization and executed brilliantly and consistently across all points of customer interaction.

Allen Adamson reminds us that a product is out there but a brand is in our mind. A great brand is based on a simple idea that is unique and relevant. He supplies guidelines and dozens of examples that will inspire the reader who is hoping to develop a breakthrough brand idea.”

Philip Kotler
S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management

BrandSimple is a must-read for building and maintaining a powerful brand. Adamson cuts to the chase on what’s important for brand success.”

Eric Kessler
President, Sales and Marketing, HBO

In this wonderfully engaging book, Allen Adamson explains why the best, most successful brands are based on ideas that are simple to understand. In a world inundated with brands, Allen makes it clear how and why the most powerful brands know the secret is simple.”

Beth Comstock
President, Digital Media, NBC Universal

It takes a long time to build a brand and a long time to kill one, so it pays to know what you’re doing. If someone asked me for one book to read on brands – what they are and how to build them, I’d direct him or her to BrandSimple. Allen Adamson has captured basic and enduring brand concepts, explained them lucidly, and demonstrated their validity with lots of relevant case histories. The book lives up to its title.”

Kenneth Roman
Former Chairman/CEO, Ogilvy & Mather Worldwide

In this highly informative and entertaining book, Adamson cuts to the chase about what does and doesn’t matter with branding. From his unique vantage point as a leader of the world’s premier brand consultancy, he offers a wealth of examples to cogently argue that less can be more. Any marketer will enjoy and learn from this engaging book.”

Kevin Keller
E.B. Osborn Professor of Business, Tuck School of Business at Dartmouth

This book will help you see that the greatest brand opportunity might be right in front of your nose, but maybe too close to see. It illustrates how the simplest of notions will translate to a complex set of expectations that a true brand must live up to. And it is written in a way that is elegantly simple – a book that both veterans and novices will delight in.”

Ed Faruolo
VP, Brand Strategy & Integration, CIGNA Corporation

In the new economic world order dominated by excess supply and a powerful drive toward commoditization, the future product and service winners will be the stronger brands. Allen Adamson’s BrandSimple paves the way to the building of enduring, powerful brands. A must-read from one of the leaders of the world’s greatest brand consultancy.”

Peter Georgescu
Former Chairman/CEO of Young & Rubicam and author of The Source of Success: Five Enduring Principles at the Heart of Real Leadership

In a world of communication bombardment, excessive choice, and increasingly rapid change, there is a large premium in effectively managing the signals that define a brand. The author draws from his rich experience and from examples in multiple industries to distill the simple principles that can make manageable the most complex marketing issues.”

Toni Belloni

Difficult is easy. Simple is tough. With BrandSimple, Adamson delivers the goods simply and directly. A tough and daring thing to do.”

Joel Saltzman
Author of Shake That Brain!: How to Create Winning Solutions and Have Fun While You’re at It

In a world of information overload and lack of trust in major institutions, the power of a simple idea conveyed through branding is more important than ever.”

Richard Edelman
President & Chief Executive Officer, Edelman