Title: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century
Publisher: Viking Penguin, Inc.
Publication Date: 2002
Language: English
ISBN 10: 0670030767
ISBN 13: 9780670030767
Binding: hardcover
Condition: Acceptable

About this title

Synopsis

A guide to brand-building profiles the success of Nike and Starbucks to reveal their strategies and how to apply them for significant growth for any size business, analyzing why certain brands have succeeded or failed. 35,000 first printing.

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, Cond�-Nast Traveler, and Wired.

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