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A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century Paperback – February 25, 2003
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From Publishers Weekly
Copyright 2002 Cahners Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
From Library Journal
Copyright 2001 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
Top Customer Reviews
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.
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.Read more ›
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.
Most Recent Customer Reviews
There are several stories in the books, according to the stories, you not only can know some funny stories, but also will learn some business ways to success.Published 17 months ago by Yan S.
As a 20+ year career marketing professional, I felt like Bedbury was talking to me. My copy is now filled with dog eared pages and notes in the margins. Read morePublished on December 3, 2013 by Doug Honig
We were on a project to learn a lot more on Branding; this book came highly recommended and proved to have great information on the subject.Published on November 6, 2013 by Debbie F.
Reads like a good story but filled with intense lessons about business, branding, and preserving the integrity of a company and it's reputation in the marketplace.Published on October 7, 2013 by KMDB
It's a fantastic business book, but Bedbury doesn't just understand business--he understands people. He understands life. Read morePublished on January 29, 2013 by IamNateDavis
You can feel what it's like to be there as the Nike and Starbucks brands
(in their best form) are being "knitted together in the womb" so to speak with
Scott's excellent... Read more
Bedbury has effectively communicated key branding principles in a practical way. Moreover, his stories from Nike and Starbucks bring the concepts and the importance of a brand to... Read morePublished on December 29, 2011 by Mark J Dresdner
This is an excellent book that examines what it takes to be successful as a brand today. It has a number of specific examples of brands and what they are doing to stand out in... Read morePublished on June 17, 2011 by KayleneT
And, of course, attempting to use techniques honed and crafted in the 20th century, where the internet was, at best, a very late arrival, for 21st century use doesnt really... Read morePublished on April 9, 2011 by Tony Hughes