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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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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.
Top customer reviews
Here are some of the main take-aways :
Every brand carries deep within itself values from which every branding endeavors should start with. Think "Start with Why" by Simon Sinek. Another way to say it: "Stand for something or you will stand for nothing"
"Brands derive their power from people—customers, employees, intermediaries, stakeholders, the press—and the relationships and experiences they have with your company."
The author speaks about Brand Environmentalism. Everything in the environment of your brand is important: the way your frontline employees dress or speak, the toilet paper in your retail space or the kind of partnership you form. Because everything related to your brand will form the exact perception of that brand in people's mind.
*Business for good*
Companies have superpowers, among them the power of their brands. They should use them to do more good. Not only it is good for our planet, it's also good for business.
You cannot "create" the meaning of your brand through advertising, you can only hope to build upon and shape what is already in the mind of your prospects. Do you REALLY know what's on their minds?
Put on your Nikes, grab a cup of Starbucks and enjoy this read!
Scott Bedbury brings to live a solid and well-organized set of principles about branding at both the product and corporate levels, and liberally sprinkles each with examples from his work at Nike and Starbucks. He is also not shy about noting the glories and failures of other branding efforts.
If you are not responsible for branding, the book is still worth reading as it clearly illustrates what branding is, what brand is not, and how branding should evolve. If you are responsible for brand management, then this is required reading.
Most recent customer reviews
(in their best form) are being "knitted together in the womb" so to speak with
Scott's excellent...Read more