A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century
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.
What people are saying - Write a review
A new brand world: 8 principles for achieving brand leadership in the 21st centuryUser Review - Not Available - Book Verdict
Senior vice president at Starbucks in the mid-1990s, Bedbury should know all about branding. Here are his secrets. Read full review
This book is worth reading to get an overview about branding,but there are many instances where high funda words are used,and to understand this book fully,we should either sit with a dictionary in hand or have good vocab.