A New Brand World
Eight Principles for Achieving Brand Leadership in the Twenty-First Century
Eight Principles for Achieving Brand Leadership in the Twenty-First Century
By Scott Bedbury and Stephen Fenichell
By Scott Bedbury and Stephen Fenichell
By Scott Bedbury and Stephen Fenichell
By Scott Bedbury and Stephen Fenichell
Category: Marketing | Management
Category: Marketing | Management
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Paperback $16.00
Feb 25, 2003 | ISBN 9780142001905
The Confidence Map
Unfolding the Napkin
The Net and the Butterfly
Creating Competitive Advantage
Reframe Your Brain
Zen in the Martial Arts
Show and Tell
How to Say It to Sell It
The Marketing Mavens
Praise
“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
Table Of Contents
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
21 Books You’ve Been Meaning to Read
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