A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century
by Scott Bedbury
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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, show more Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.. show less
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Read this when I owned a business. Didn't really learn anything I hadn't already read somewhere else.
Read this when I owned a business. Didn't really learn anything I hadn't already read somewhere else.
I included this book in my book: The 100 Best Business Books of All Time. www.100bestbiz.com.
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1 Work 162 Members
He was senior Vice President of Marketing at Starbucks from 1995-1998. He spent seven years as a worldwide head of advertising for Nike, where he launched the "Bo Knows" & "Just Do It" campaigns & helped grow the sneaker industry brand from $800 million to nearly $5 billion in sales. He is currently an independent brand consultant. (Bowker Author show more Biography) show less
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Common Knowledge
- Original publication date
- 2002
- Dedication
- To my mother:
One of the best things about our long good-bye has been writing this for you. - Blurbers
- Webber, Alan M.; Peters, Tom; Jones, Stephen C.; Keller, Kevin Lane; Fayard, John; Khermouch, Gerry (show all 7); Price, David
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- Members
- 161
- Popularity
- 201,147
- Reviews
- 3
- Rating
- (3.19)
- Languages
- English, Portuguese (Portugal)
- Media
- Paper, Ebook
- ISBNs
- 6
- ASINs
- 1
