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A New Brand World by Scott Bedbury and Stephen Fenichell
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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

Best Seller

Category: Marketing | Management

Category: Marketing | Management

Paperback $16.00

Feb 25, 2003 | ISBN 9780142001905

Ebook $7.99

Feb 25, 2003 | ISBN 9781101200285

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    A New Brand World by Scott Bedbury and Stephen Fenichell
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    Feb 25, 2003 | ISBN 9780142001905

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      Feb 25, 2003 | ISBN 9780142001905

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      Feb 25, 2003 | ISBN 9781101200285

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    About A New Brand World

    What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

    About A New Brand World

    What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

    Read An Excerpt

    Read An Excerpt

    About Scott Bedbury

    Scott Bedbury was Senior Vice President of Marketing at Starbucks from 1995 to 1998. Prior to that he spent seven… More about Scott Bedbury

    About Stephen Fenichell

    Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People’s Money. His articles have… More about Stephen Fenichell

    About Scott Bedbury

    Scott Bedbury was Senior Vice President of Marketing at Starbucks from 1995 to 1998. Prior to that he spent seven… More about Scott Bedbury

    About Stephen Fenichell

    Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People’s Money. His articles have… More about Stephen Fenichell

    Product Details

    Category: Marketing | Management

    Paperback | $16.00
    Published by Penguin Books
    Feb 25, 2003 | 240 Pages | 5-1/2 x 8-7/16 | ISBN 9780142001905

    Category: Marketing | Management

    Ebook | $7.99
    Published by Penguin Books
    Feb 25, 2003 | 240 Pages | ISBN 9781101200285
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    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

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