In The Edge, Allen Adamson examines how leading brands maintain their dominance in the market by looking at the challenges facing the biggest brands today. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the [...]

In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for attention, it is more difficult than ever to create effective brands. Allen Adamson offers a refreshingly simple solution: Bring back the basics of good branding and ensur[...]