A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century

Bedbury, Scott; Fenichell, Stephen

ISBN 10: 0142001902 / ISBN 13: 9780142001905

Published by Penguin Publishing Group, 2003

About this Item

Fast & Free Shipping â A well-used but reliable copy with all text fully readable. Pages and cover remain intact, though wear such as notes, highlighting, bends, or library marks may be present. Supplemental items like CDs or access codes may not be included.

Seller Inventory # ZWV.0142001902.A

Bibliographic Details

• Title: A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century
• Publisher: Penguin Publishing Group
• Publication Date: 2003
• Language: English
• ISBN 10: 0142001902
• ISBN 13: 9780142001905
• Binding: Soft cover
• Condition: acceptable

About this title

Synopsis

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 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.