Allen Adamson is a noted industry expert in all disciplines of branding. He is Co-Founder and Managing Partner of Metaforce.co and the author of BrandSimple, BrandDigital, The Edge: 50 Tips from Brands That Lead, and Shift Ahead: How the Best Companies Stay Relevant in a Fast Changing World. Prior to Metaforce, Allen was Chairman, North America of Landor Associates, a global branding firm.

What you’ll learn about in this episode:

• Allen’s experience and the expertise he has around branding
• The evolution of the term “brand,” what it has come to mean today, and why branding is all about getting your story out to the world
• What has changed in the branding space with the omnipresence of technology
• Why you need to constantly reinvent and re-sharpen your brand in today’s market
• Ways to know whether your branding is working or not including the most important thing for a brand to focus on
• The process Allen takes his clients through to determine what makes their brand different
• What you need to get focused on in your brand’s story if you want to get it out there
• One of the biggest challenges of working collaboratively as a company and who should be at the table when coming up with the brand’s story
• What an editorial reduction process is and why that is really the important part of branding
• The process Allen uses to help businesses figure out where to put their brand’s story and how to know whether the advertising channel you’ve chosen is the right one or not
• An example of a brand that has been successful over time and why they have been able to accomplish this
• Your best chance of breaking out against your competitors
• The danger of trying to do too many things with your brand and how to avoid that trap
• Why you should have a founder’s mentality
• Reasons brands might want to look outside the digital space to get their name out there

Ways to contact Allen:

• Website: www.shiftaheadbook.com
• Website: metaforce.co