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\u201cMarketing doesn\u2019t always have one right answer.\u201d As both a branding expert and instructor at NYU Stern School of Business, Allen Adamson knows how the world of branding has changed and what\u2019s important for students and brand builders alike to understand. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Allen Adamson\nAllen Adamson is a noted industry expert in all disciplines of branding. He is Co-Founder and Managing Partner of Metaforce.co, NYU Stern School of Business Adjunct Professor of Marketing, and the author of BrandSimple, BrandDigital, The Edge: 50 Tips from Brands That Lead, and his latest\xa0Shift Ahead. Prior to Metaforce, Allen was Chairman, North America of Landor Associates, a global branding firm.\nEpisode Highlights\nPart of marketing success is stepping back and looking. Today, too often we\u2019re focused on what\u2019s happening right now. As a result, we miss the opportunity for marketing innovation. As Allen notes, \u201cPeople were standing on the street yelling for a ride forever. It took awhile to see that there was an opportunity there for brands like Uber and Lyft.\u201d\nWhat\u2019s changed most about branding today? \u201cIn the good old days, there were a couple of choices. Now when you watch people are viewing everywhere.\u201d\n\u201cWe have too much information and not the right type.\u201d Allen shared experiences from his time at Unilever and Pepsi, and how they focused disproportionately on Colgate and Coke. This reminded Allen of a lesson from tennis, you want to \u201chit the ball to where the other person is not.\u201d\nHow do you know when it\u2019s time for your brand to make a shift? \u201cIf you wait for your customers to tell you where to go next you\u2019re probably too late.\u201d\nWhat brand has made Allen smile recently? Netflix \u2014 \u201cThe have taken over our content in such a clever way.\u201d\nTo learn more, go to metaforce.co and check out Allen\u2019s new book at ShiftAheadBook.com.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my new book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices