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A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century by Scott Bedbury at Abbey's Bookshop,
A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century
— —
Scott Bedbury Stephen Fenichell

A New Brand World

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

Scott Bedbury,  Stephen Fenichell

$49.99

Paperback

Not in-store but you can order this
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English
Penguin
25 February 2003
Economics & Business; Sales & marketing
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.
By:   ,
Imprint:   Penguin
Country of Publication:   United States [Currently unable to ship to USA: see Shipping Info]
Dimensions:   Height: 212mm,  Width: 139mm,  Spine: 14mm
Weight:   221g
ISBN:   9780142001905
ISBN 10:   0142001902
Pages:   220
Publication Date:  
Audience:   General/trade ,  Professional and scholarly ,  ELT Advanced ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active
A New Brand World - Scott Bedbury with Stephen Fenichell 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

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

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


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