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A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century Hardcover – March 4, 2002

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Editorial Reviews

From Publishers Weekly

Bedbury, who headed advertising and marketing divisions for Nike and Starbucks during their phenomenal growth, coaches on establishing a memorable brand in this appealing, well-organized guide. Observing consumers overwhelmed by countless choices, he argues that now's the time to build a brand that evokes trust from its customers. "Unless your brand stands for something, it stands for nothing," he declares, as he explains methods for companies big and small to articulate their essence and ethos (their "genetic code" in Bedbury's catchy parlance) to core customers, potential customers and employees. The inside stories on Nike and Starbucks constitute the bulk, but Bedbury elaborates his belief that "the brand is the sum total of everything a company does" with lively anecdotes from the experiences of Harley-Davidson, Microsoft and others. To Bedbury, brands have not only a genetic code but also karma. As strongly as he emphasizes the need to develop growth strategies that spring organically from a brand's core, he also believes that successful brands respect or meet customers' emotional needs. The histories of his companies have provided Bedbury with much material about a company's relationship to its community, and he's especially cogent on stewardship of a brand once it's established and growing, highlighting questions of leadership and responsibility to the world beyond the office. He calls for advertising and marketing that will inspire rather than merely inform (… la "Just Do It"). In the course of explaining his eight principles, Bedbury reminds aspiring industry leaders to pay attention to simplicity, relevance and innovation while counseling them to focus patiently on the long run. (On sale Mar. 4)Forecast: Bedbury's connection to Nike and Starbucks will generate interest in his firsthand knowledge of those success stories on his author tour. His unpretentious, experience-based guidelines should gain good word-of-mouth in the business world. While his approach will be too New Age for some, detractors can't argue with his success.
Copyright 2002 Cahners Business Information, Inc.

From Library Journal

Senior vice president at Starbucks in the mid-1990s, Bedbury should know all about branding. Here are his secrets.
Copyright 2001 Reed Business Information, Inc.

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Product Details

  • Hardcover: 218 pages
  • Publisher: Viking Penguin, Inc.; 1st edition (January 15, 2002)
  • Language: English
  • ISBN-10: 0670030767
  • ISBN-13: 978-0670030767
  • Product Dimensions: 6.4 x 0.9 x 9.6 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (47 customer reviews)
  • Amazon Best Sellers Rank: #1,000,353 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

25 of 27 people found the following review helpful By Nearly Nubile on April 14, 2004
Format: Paperback
It is difficult to review a book that one has enjoyed reading and then say that it was not up to the mark (in terms, of course, of only my expectations.)
No doubt that Scott Bedbury's work is a fast paced read, his writing is lucid and quite frequently quotably light-hearted. There is a lot of material here for people in larger corporations or even general marketing folks. And where Bedbury truly shines is in the case studies he presents in the 8 chapters.
But if, like me, you set off on this book looking for some newfangled insights into the world of branding, then this is not the book for you. The title claims to proffer "8 principles". Let's face it, at the end of the day, principles are not that hard to create and this becomes quite painfully clear when you reach the end of this book and wonder if you have learnt anything new.
But I am being unfairly critical. From his style, it seems an approachable business book was precisely what Bedbury's intended?
As a comprehensive introduction to the field of branding, I'd still recommend "Strategic Brand Asset Management" by Keller. For a discussion of some innovative yet reasonable forms of brand creation, especially on a shoestring, I'd usually point to a PR related book, or perhaps the rapier wit "60-minutes Brand Strategist."
But as a gentle introduction for executives in to the nebulous world of branding, or as a non-technical business book for business folk in general who place less emphasis on a structured analytical framework and are more interested in a soft springboard into the field, then "Emotional Branding" and this book from Bedbury are pretty near the top of my list of recommendations.
Very accessible and insightful stuff, if you aren't expecting a summary of last decade's JCR.
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13 of 13 people found the following review helpful By wync on October 3, 2002
Format: Hardcover
I was fortunate enough to work briefly with Scott Bedbury during an internship at Silicon Valley startup Tellme Networks in summer of 2000. So I can vouch for the fact that not only is he a visionary business thinker, but he is also one of the most genuinely likable people I have ever met. So it was with some excitement that I picked up his book ...
As the wizard behind the brands of Nike and Starbucks, Scott probably has on of the best resumes on the planet for writing a book on developing a strong brand. The book is an excellent introduction for those who are unfamiliar with the concept of "brand", as well as a terrific resource for those engaged in the daily struggle of trying to build a powerful one.
The book covers how to discover your brand, how to manage the growth of your brand, how to champion the brand within a large company where everybody might not "get it", and how to build a strong brand by helping communities.
Real-life examples abound, highlighting the benefits that can accrue to a company with a strong brand and the disastrous consequences of ignoring issues of brand. Throughout the book we learn of brands that "get it" (Nike, Harley Davidson), brands that fell from glory (Marlboro, Levi's), brands that were revived (IBM, Apple), and brands that have never got it (Exxon, Microsoft).
What makes the book stand out in particular is Scott's wealth of personal experiences that he peppers throughout the pages. Some great examples include:
- Scott's early efforts to widen Nike's brand focus from hardcore "sports" to the more inclusive "fitness".
- Scott's decision at Nike to avoid traditional outsourced market research in favor of internal Brand Strength Monitor (BSM) focus groups.
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10 of 10 people found the following review helpful By DougA on January 18, 2006
Format: Paperback
This is an intelligent, well-written book from a guy who has obviously had a great deal of experience marketing high-profile companies (Nike, Starbucks).

Bedbury lays out pretty much everything you need to know about branding in 190 pages. It's obvious he's a good writer and he's got great examples to back up his assertions in the book.

He is hard on Microsoft but, in my opinion, not hard enough. The reviewer who panned this book based on his treatment of Microsoft is short-sighted. This book is about much more than that. Microsoft is a very small part of the book and they are used appropriately as an example of what NOT to do in marketing.

My biggest problem with the book is Bedbury's assertion that companies are becoming more vertical. It simply isn't true. Companies are not vertically-integrating; they're outsourcing many of the tasks associated with building their products. Witness the Apple iPod. No Apple employee has ever assembled an iPod or built the circuit board. It's simply too expensive. If Apple was vertically-integrated and built the iPod, they would probably cost around $5,000.

My second biggest problem with the book is the final chapter "Brand Future." Bedbury comes out of "left" field and uses almost the entire final chapter as a kind of platform for some liberal agenda. I won't spoil it for those of you who subscribe to those ideals (I'm an independent); but, suffice it to say, the chapter felt out of place. Bedbury talks intelligently about branding for 190 pages, and then the book turns into a political white paper for the final 20 pages.

Don't let that distract you from buying the book, however. This is what business books are supposed to be: erudite, thought-provoking and entertaining. Having read hundreds of business books (I teach Business and Marketing), I can tell you that those three traits are in short supply.
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