281. Allen Adamson. Seeing the How.
Allen Adamson
August 31, 2023
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“The marketing people are the ones in a position to be the idea originators, the concept builders, the ones who put the “start” in “startup.” Marketing people understand the marketplace, they understand consumers and they know what those consumers like and don’t like about the way things are going at any given time.” – Allen Adamson, Seeing The How
In today’s podcast Allen Adamson, a renowned branding expert, co-founder of MetaForce and author of Seeing The How, brings his unique insights to the forefront, shedding light on how marketers can thrive in today's dynamic landscape.
Key topics discussed in this episode:
Rethinking Innovation: Why it's not about creating a better mousetrap but rather understanding and adapting to changing consumer needs.
The Role of Marketing: How marketers are in a prime position to drive innovation within their organizations by closely interacting with consumers and recognizing emerging trends.
Ethnographic Thinking: Customers can't see around corners are rarely predict their future desires, but if you come to the conversation with an ethnographer’s heart, there are some strategies marketers can use to truly connect with consumers and unlock innovative growth opportunities.
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Allen Adamson is a noted expert in all disciplines of branding. He has worked with a broad spectrum of consumer and B2B businesses in industries from packaged goods to hospitality, technology to healthcare. His previous books, including BrandSimple and, most recently, Shift Ahead, are used as textbooks in higher education business programs nationwide. After holding senior management positions at Ogilvy & Mather and DMB&B, Adamson joined Landor Associates, a full-spectrum brand consultancy, and eventually rose to chairman. Under his leadership, the company partnered with global brands including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, P&G, Sony, and Verizon. Additionally, he guided non-profit organizations such as the 9/11 Memorial and Museum. For the past several years, he has been an adjunct professor at New York University’s Stern School of Business, where he also serves as the brand expert-in-residence at the Berkley Center for Entrepreneurship. A sought after industry commentator, Adamson has appeared on ABC News, NBC’s Today, CNBC’s Squawk Box and Closing Bell, and Fox Business Network, and is often quoted in publications including The New York Times, the Wall Street Journal, Advertising Age, and Forbes. He is co-founder and managing partner of Metaforce, a disruptive marketing and brand consultancy that takes a multidisciplinary, channel-agnostic approach to driving growth.
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Seeing the How
Allen Adamson