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

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

Format:  Paperback,

240 pages

Publisher: Penguin Group USA

Publish Date: Mar 2003

ISBN-13: 9780142001905

ISBN-10: 0142001902

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Book Information

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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, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Specifications

Publisher: Penguin Group USA
Publish Date: Mar 2003
ISBN-13: 9780142001905
ISBN-10: 0142001902
Format: Paperback
Number of Pages: 240
Shipping Weight (in pounds): 0.5
Product in Inches (L x W x H): 5.25 x 8.0 x 0.5

About the author

Biography of Bedbury, Scott

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.

Chapter outline

Acknowledgmentsp. vii
Introduction: Confessions of a Brand Foolp. xiii
All Aboard the Brandwagonp. 1
Cracking Your Brand's Genetic Codep. 23
Building Brandwidthp. 61
Show Some Emotionp. 87
Brand Environmentalismp. 107
Brand Leadershipp. 137
Branding and the Corporate Goliathp. 163
Brand Futurep. 183
Indexp. 213

Book description

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.

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