A Brand Experience with Allen Adamson

31 Oct

Allen Adamson, a Syracuse graduate and managing director at Landor New York, returned to Syracuse last week to speak on the topic of Building Powerful Brands.

In his lecture, Adamson differentiated the terms brand and branding, calling a company’s brand what it stands for and a company’s branding how it signals that sentiment to the public. In order to succeed in today’s competitive market, companies need both of these aspects to be firing on all cylinders.

A company’s brand is based on four major aspects: differentiation, relevance, esteem and knowledge. To achieve these brand facets Adamson stressed the idea of a brand story. Companies must create a difference that matters and make a brand promise that is both achievable and linked to a meaningful purpose.

Branding institutes this theoretical brand story and reveals it to the public. A company must be able to prove or execute its story by achieving goals or reaching what Adamson calls “proof points. ” These “proof points” are signals of a successful brand and in the best brands they are interwoven into the overall experience of the brand story.

This experience is quintessential of today’s top brands. In our increasingly digital world, Adamson focuses on the idea of a cohesive branding force. All of a company’s employees must be on the same page and truly understand and embody what the company stands for. Still, he warns young marketers and advertisers who have grown up in this digital age to not underestimate the power of word of mouth.

Just like in design, sometimes the simplest methods are the most effective.

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