“The number one reason for organizational success or failure is the ability to stay relevant. Having the wherewithal to strategically shift ahead of accelerating marketplace changes is the single most critical skillset an organization can possess.”
Allen Adamson, is a noted industry expert in all disciplines of branding. He has worked with a broad spectrum of consumer and corporate brands in industries ranging from packaged goods and technology, to health care and financial services, to hospitality and entertainment, as well as brands in the non-profit sector. Given his perspective and depth of experience, Allen has been able to help his clients not simply understand, but, more critically, put into play strategies that enable them to shift ahead of the market and the competition, generating long-term value and increased brand equity. Allen and his teams help clients identify what truly matters to the audiences they serve – what is relevant to these audiences – and to brilliantly deliver on it.
How organizations do – or do not – stay relevant is the subject of Allen’s most recent book, Shift Ahead. Using fascinating first-hand accounts and detailed case studies, Shift Ahead explains how the best organizations recognize when it’s time to change direction, and how they pull it off while bolstering their brands. Following the approach of Allen’s previous books, BrandSimple, BrandDigital, and The Edge:50 Tips from Brands That Lead – which are used in universities across the country – Shift Ahead offers up practical and readily applied lessons learned.
Allen is founder and CEO of BrandSimple Consulting. This innovative new model of marketing firm pulls from a consortium of the best independent specialist teams, each with a focused area of expertise, to take on an array of branding challenges. Taking an objective and tactic-agnostic view enables these teams to deliver tailor-made and actionable solutions on an as-needed basis.
Prior to this Allen was Chairman, North America of Landor Associates, a global branding firm. Under his leadership, the company partnered with a wide array of iconic brands, including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, P& G, Sony, and Verizon. Additionally, he provided guidance for non-profit organizations including the 9/11 Memorial and Museum, the Central Park Conservancy, the Council on Foreign Relations, Planet Word, and Iraq and Afghanistan Veterans of America (IAVA).
Before joining Landor, Allen worked on both the agency and the “client side” of the industry. At Unilever he was responsible for leading the branding efforts for a number of major packaged goods brands. He held senior management positions at Ogilvy & Mather and DMB&B.
A sought-after industry commentator, Allen has appeared on NBC’s Today Show, CNBC’s Squawk Box and Closing Bell, and Fox Business Network. He is often quoted in publications including The New York Times, the Wall Street Journal, Advertising Age, USA Today, the Washington Post, and Forbes, for which he also regularly writes a column on current branding topics. He is a frequent guest lecturer at New York University’s Stern School of Business, the Samuel Curtis Johnson Graduate School of Management at Cornell University, and the Harvard School of Continuing Education. He is a member of the American Management Association and speaks on branding for a range of professional organizations, corporate events, and at industry conferences.
Allen received his BS from the S.I. Newhouse School of Public Communications at Syracuse University, and an MBA from New York University’s Stern School of Business.