A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century

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Viking, 2002 - Business & Economics - 220 pages
No company can succeed without a great product or service, but in today's competitive market it also needs a brand. Transcending the tangible aspects of a commodity and nurturing a brand to build a deeper and more enduring emotional connection with customers has become one of the most critical and complex challenges facing businesses today, whether they are multinational corporations or small, local enterprises.

How did a company like Nike use "Just Do It" to launch its way to success and become part of global culture? How did Starbucks reinvent a familiar 900-year-old product and change the way people drink coffee around the world? In A New Brand World Scott Bedbury, who was at the heart of both companies as they became two of the greatest branding success stories of our time, explains how to apply the principles that grew these companies more than fivefold and established their trademarks as leaders in their categories.

With fascinating anecdotes from his own in-the-trenches experience and dozens of case studies (including companies like Harley-Davidson, Guinness, the Gap, and Disney), Bedbury offers practical, battle-tested advice and an analysis of why some brands succeed where others fail. A New Brand World will show any business-whether a Fortune 500 corporation or a neighborhood store-how it can begin to realize its full brand potential and build lasting value.

Inspiring, visionary, and witty, A New Brand World will become the key book for building brands in the twenty-first-century economy.

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A new brand world: 8 principles for achieving brand leadership in the 21st century

User Review  - Not Available - Book Verdict

Senior vice president at Starbucks in the mid-1990s, Bedbury should know all about branding. Here are his secrets. Read full review

Review: A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century

User Review  - Laura Rogers - Goodreads

This is such an interesting story, straight from the guy who helped commoditize coffee and tennis shoes. Read full review

Contents

All Aboard the Brandwagon
1
Building Brandwidth
61
Show Some Emotion
87
Copyright

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About the author (2002)

Scott Bedbury was Senior Vice President of Marketing at Starbucks from 1995 to 1998. Prior to that he spent seven years as head of advertising for Nike, where he launched the "Bo Knows" and "Just Do It" campaigns. He is currently an independent brand consultant and a speaker for the Leigh Bureau.

Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People's Money. His articles have appeared in New York, Men's Journal, GQ, Lear's, Spy, Connoisseur, Condé-Nast Traveler, and Wired.

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