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

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

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

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

A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consum