A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century

Scott Bedbury

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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Book Information

Publisher: Penguin Books
Publish Date: 02/24/2003
Pages: 220
ISBN-13: 9780142001905
ISBN-10: 0142001902
Language: English

Full Description

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.

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