Allen P. Adamson

Allen P. Adamson's Writings

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Article Sep.25.2009 If Doing Good Isn't Part of Your DNA, Consumers Won't Buy It Published by: AdvertisingAge While Americans have spent the summer seeking new remedies for their financial ailments, attending noisy town-hall meetings on health-care reform and trying to find something to occupy their time besides the travails of Jon and Kate, it was pleasing to read that these issues have not had a completely negative effect on what the rest of the planet thinks of us.... Continue Reading »	Article Jun.23.2009 When Trying to Engage People On the Web, Timing is Everything Published by: Forbes.com Consumers are best reached when using the Internet for pleasure, not work. When is the best time to get a consumer's attention while they're online? When are you most likely to get them to think about your brand with a sales mindset, rather than as an annoyance? These are among the most frequently asked questions by people in the digital marketing industry.... Continue Reading »
Article May.07.2009 No Contest: Twitter And Facebook Can Both Play A Role In Branding Published by: Forbes.com Twitter is good for defensive branding; Facebook fosters engagement. For a week or so it seemed that the number of articles in the news about Twitter was going to surpass the number of articles relating to swine flu. What is it about Twitter's mini-diarists with their 140-character missives that have gotten our shorts in such a twist? What is it about... Continue Reading »	Column Mar.10.2009 The Top 4 Ways Smart Marketers Use Digital Branding Applications to Operate More Efficiently Published by: MarketingProfs Late last year I read an article titled "Call it a recession, already!" Though at the time we didn't officially know that we had already been in one for some time, proof abounded that we were living in stormy economic times with no ray of sunshine amid the clouds. And smart organizations were looking for every way possible to pare budgets and operate as... Continue Reading »
Column Jan.21.2009 Marketers: Don't Make Promises You Can't Keep Published by: Forbes.com "Trust everyone, but cut the cards yourself." You don't have to be a curmudgeon like W.C. Fields, the source of the comment above, to distrust just about everyone--especially big companies--these days. There has never been an erosion of consumer confidence like the one that marketers are experiencing. Consumers are cynical and becoming more so every... Continue Reading »	Article Dec.03.2008 Rather Than Cut, Go Digital Published by: Marketing Daily Conventional wisdom says that in tough economic times you take out the scalpel. You cut jobs, budgets, and programs, especially in the areas of advertising and brand-building. Well, for the first time in marketing history, there's an option that will increase rather than decrease your horsepower. Take advantage of the built-in branding efficiencies offered by... Continue Reading »
Article Oct.09.2008 Top of Mind: Eavesdrop. It's Good For Your Brand Published by: BrandWeek Being a typical New Yorker, I'm an inadvertent spy. I listen to what you're saying to your buddy as you walk heel-to-toe in front of me on the sidewalk. I listen to what you mumble to your girlfriend as we're all waiting for an elevator, a train or a table in a restaurant. I listen to your cell phone chatter as I sit next to you on the bus. Although, what... Continue Reading »	Article Aug.01.2008 Why Up-Branding is Here to Stay Published by: Advertising Age Why up-branding is here to stay People want luxury however they can get it — so give it to them Just when you thought the luxury market couldn’t get any more luxurious, there came the first-class-only airline, the designer pup and the $172,000 diamond-studded fountain pen. It boggles the minds and wallets of all but a select few. However, as the real luxury... Continue Reading »
Article Aug.01.2008 Does Your Brand Have Portability Potential Published by: Advertising Age For all intents and purposes, the launch of Apple’s revolutionary iPhone — complete with folks lining up and even sleeping on sidewalks in anticipation — heralded a new age of portability. The iPhone and all other soon-to-be-launched mobile phone-centric devices are not simply about the portable phoning capability (so yesterday). They’re about the portable... Continue Reading »	Article Aug.01.2008 Why Consumers are Eating Up McDonald’s Digital Branding Published by: http://www.brandsimple.com/blog/2008/07/ So many brands today spend so much time searching for new and different ways to promote their products, they often overlook a core brand equity that’s right in front of their nose, or taste buds, as the case may be. Not McDonald’s. In its most recent branding efforts, the company decided to serve up its iconic Big Mac sandwich by reintroducing the spirited jingle... Continue Reading »

About Allen

Allen Adamson is the Managing Director of the New York office of Landor Associates and author of BrandSimple: How the Best Brands Keep it Simple and Succeed and the forthcoming BrandDigital: Simple Ways Top Brands Succeed in the Digital World. Responsible for...

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