“Marketing doesn’t always have one right answer.” As both a branding expert and instructor at NYU Stern School of Business, Allen Adamson knows how the world of branding has changed and what’s important for students and brand builders alike to understand. We discussed all of this and more on this week’s episode of the On Brand podcast.
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About Allen Adamson
Allen Adamson is a noted industry expert in all disciplines of branding. He is Co-Founder and Managing Partner of Metaforce.co, NYU Stern School of Business Adjunct Professor of Marketing, and the author of BrandSimple, BrandDigital, The Edge: 50 Tips from Brands That Lead, and his latest Shift Ahead. Prior to Metaforce, Allen was Chairman, North America of Landor Associates, a global branding firm.
Part of marketing success is stepping back and looking. Today, too often we’re focused on what’s happening right now. As a result, we miss the opportunity for marketing innovation. As Allen notes, “People were standing on the street yelling for a ride forever. It took awhile to see that there was an opportunity there for brands like Uber and Lyft.”
What’s changed most about branding today? “In the good old days, there were a couple of choices. Now when you watch people are viewing everywhere.”
“We have too much information and not the right type.” Allen shared experiences from his time at Unilever and Pepsi, and how they focused disproportionately on Colgate and Coke. This reminded Allen of a lesson from tennis, you want to “hit the ball to where the other person is not.”
How do you know when it’s time for your brand to make a shift? “If you wait for your customers to tell you where to go next you’re probably too late.”
What brand has made Allen smile recently? Netflix — “The have taken over our content in such a clever way.”
As We Wrap …
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On Brand is sponsored by my new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
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Until next week, I’ll see you on the Internet!