A New Brand World
Eight Principles for Achieving Brand Leadership in the Twenty-First Century
$38.99
- Paperback
240 pages
- Release Date
25 February 2003
Summary
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, Guinne…
Book Details
| ISBN-13: | 9780142001905 |
|---|---|
| ISBN-10: | 0142001902 |
| Author: | Scott Bedbury, Stephen Fenichell |
| Publisher: | Penguin Putnam Inc |
| Imprint: | Penguin Putnam Inc |
| Format: | Paperback |
| Number of Pages: | 240 |
| Release Date: | 25 February 2003 |
| Weight: | 221g |
| Dimensions: | 212mm x 139mm x 14mm |
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Critics Review
“I don’t think there is anyone in the world who knows more about brands than Scott Bedbury—there 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
About The Author
Scott Bedbury
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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