- Paperback: 240 pages
- Publisher: Penguin Books; Reprint edition (February 25, 2003)
- Language: English
- ISBN-10: 0142001902
- ISBN-13: 978-0142001905
- Product Dimensions: 5.5 x 0.5 x 8.4 inches
- Shipping Weight: 9.6 ounces (View shipping rates and policies)
- Average Customer Review: 45 customer reviews
- Amazon Best Sellers Rank: #421,616 in Books (See Top 100 in Books)
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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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"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
About the Author
Scott Bedbury was Senior Vice President of Marketing at Starbucks from 1995 to 1998. Prior to that he spent seven years as head of advertising for Nike, where he launched the "Bo Knows" and "Just Do It" campaigns. He is currently an independent brand consultant and a speaker for the Leigh Bureau.
Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People's Money. His articles have appeared in New York, Men's Journal, GQ, Lear's, Spy, Connoisseur, Condé-Nast Traveler, and Wired.
Top customer reviews
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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