In the hypercompetitive marketplace of today, it seems harder than ever to create successful brands that resonate with consumers. In this book, Landor Associates' New York Managing Director Allen P. Adamson offers a refreshingly simple solution: Build your brand on a tested idea. Ensure the brand's design and message fits its true meaning. Avoid unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, Adamson shows how to simply and effectively communicate your brand's message. Book jacket.