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A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century

by Scott Bedbury

A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century Cover

Synopses & Reviews

Publisher Comments:

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.

Synopsis:

Now in paperback, this powerful and practical guide to brand building is offered by a man who helped propel Nike and Starbucks beyond mere sneakers and coffee.

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About the Author

Scott Bedbury was senior vice president of marketing at Starbucks from 1995 to 1998. Prior to that he was head of advertising for Nike, where he launched the "Bo Knows" and "Just Do It" campaigns. A resident of Seattle, he is currently CEO of Brandstream 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, Forbes/FYI, GQ, Discover, CondNast Traveler, and Wired.

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Product Details

ISBN:
9780142001905
Subtitle:
8 Principles for Achieving Brand Leadership in the 21st Century
Author:
Bedbury, Scott
With:
Fenichell, Stephen
Author:
Fenichell, Stephen
Publisher:
Penguin Books
Subject:
General
Subject:
Marketing - General
Subject:
Management
Subject:
Brand name products
Subject:
Marketing - Product Management
Subject:
New products -- Management.
Publication Date:
March 2003
Binding:
Paperback
Grade Level:
General/trade
Language:
English
Pages:
220
Dimensions:
8.38x5.60x.53 in. .49 lbs.
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