Synopses & Reviews
No company can succeed without a great product or service, but in today's competitive market it also needs a brand. Transcending the tangible aspects of a commodity and nurturing a brand to build a deeper and more enduring emotional connection with customers has become one of the most critical and complex challenges facing businesses today, whether they are multinational corporations or small, local enterprises.
How did a company like Nike use "Just Do It" to launch its way to success and become part of global culture? How did Starbucks reinvent a familiar 900-year-old product and change the way people drink coffee around the world? In A New Brand World Scott Bedbury, who was at the heart of both companies as they became two of the greatest branding success stories of our time, explains how to apply the principles that grew these companies more than fivefold and established their trademarks as leaders in their categories.
With fascinating anecdotes from his own in-the-trenches experience and dozens of case studies (including companies like Harley-Davidson, Guinness, the Gap, and Disney), Bedbury offers practical, battle-tested advice and an analysis of why some brands succeed where others fail. A New Brand World will show any business-whether a Fortune 500 corporation or a neighborhood store-how it can begin to realize its full brand potential and build lasting value.
Inspiring, visionary, and witty, A New Brand World will become the key book for building brands in the twenty-first-century economy.
Review
"I know the 'brand literature' cold and most of it leaves me cold. This book is different. This author is different. This is a wise book. A collection of great stories about creating the greatest story of all a 'brand story' that is true and compelling and that persists. This is not a 'quick read' it is a book to savor and discuss with only your best friends and colleagues. Great brands are about who we are in the end, character issues." Bravo Scott now I understand why you are perhaps the greatest brand maven of our time!" Tom Peters
Review
"In the annals of branding, nobody has done as much or knows more than Scott Bedbury. Here's a guy who 'just done it' at Nike and taught Starbucks how to think outside the cup. If you want to learn how to build a great brand in this New Brand World, read this book." Alan M. Webber, founding editor, Fast Company
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.
Table of Contents
Acknowledgments
vii
Introduction: Confessions of
a Brand Fool
xiii
1. All Aboard the Brandwagon
1
2. Cracking Your Brand's
Genetic Code
23
3. Building Brandwidth
61
4. Show Some Emotion
87
5. Brand Environmentalism
107
6. Brand Leadership
137
7. Branding and the
Corporate Goliath
163
8. Brand Future
183
Index
213