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

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Penguin, 2003 - Business & Economics - 220 pages

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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A new brand world: 8 principles for achieving brand leadership in the 21st century

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Senior vice president at Starbucks in the mid-1990s, Bedbury should know all about branding. Here are his secrets. Read full review

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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.

Selected pages


All aboard the brandwagon
Cracking your brands genetic code
Building brandwidth
Show some emotion
Brand environmentalism
Brand leadership
Branding and the corporate goliath
Brand future

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About the author (2003)

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.

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