A New Brand World

A New Brand World

Eight Principles for Achieving Brand Leadership in the Twenty-First Century

Scott Bedbury
Stephen Fenichell

Format
ePub
Price
$16.00
 
Additional Formats
  • ePub
  • ISBN 9781101200285
  • 240 Pages
  • Penguin Books
  • Adult

Overview

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Praise

“I don’t think there is anyone in the world who knows more about brands than Scott Bedburythere is certainly no one who can tell his story and make his points with such insight and wit. A New Brand World gives you the inside story of Nike, Starbucks and other top brands with sharp commentary and analysis. This is a highly entertaining read, but one with many valuable lessons about how to build and manage strong brands. Inspiring and informative, it will make you a better marketer. It got the left side of my brain buzzing, the left side humming, and my brand mojo working! Kevin Lane Miller, E.B. Osborn Professor of Marketing, Amos Tuck School of Business

“This is an ‘anthology’ of great branding stories that is as entertaining as it is informative.” —Business Book Review

“[Bedbury is] perhaps the greatest brand maven of our time.” —Tom Peters

Table of Contents

Acknowledgments
Introduction: Confessions of a Brand Fool
1. All Aboard the Brandwagon
2. Cracking Your Brand’s Genetic Code
3. Building Brandwidth
4. Show Some Emotion
5. Brand Environmentalism
6. Brand Leadership
7. Branding and the Corporate Goliath
8. Brand Future

Index

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