A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century
Author: Scott Bedbury, Stephen Fenichel, Stephen Fenichell
List Price: $15.00
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ISBN: 0142001902
Publisher: Penguin USA (Paper) (25 February, 2003)
Sales Rank: 6,815
Average Customer Rating: 3.86 out of 5
Customer Reviews
Rating: 5 out of 5
Pure Genius Strikes Again
Scott Bedbury, the architect of building the Nike and Starbucks brands, invites us into the inner sanctum of building statement brands. For someone who loves both business biographies as well as strategy, I found this book as entertaining as I did informative and useful. It is no wonder to me why Scott was able to navigate two distinct brands to a lasting impression in America. As someone who is building my own brand (TotallySoccer), I found that Scott is right on: you must have the vision and the imagination as well as the ability to execute. A great and entertaining read.
Rating: 3 out of 5
Interesting information, but it gets old
This book was interesting and had some good information in it, but I wouldn't recommend it unless you want to read a book on Starbucks and Nike. I found myself dreading another story about how wonderful Starbucks or Nike are, and how great a manager the author was. It really starts to get old.The principles are good, but you can read about most of them in any college marketing textbook.
Rating: 5 out of 5
Shows how brands are of financial importance to businesses.
There is no shortage of books on this subject and I've probably read three-quarters of them. This one comes closest to cracking the code. In fact, the author uses that exact word in describing how marketers must go about cracking a brand's genetic code.
While some may find the heavy reliance on Bedbury's experiences at Nike and Starbucks limiting, I think they're quite instructive. Mainly because while one of these brands, Nike, was created largely using traditional mass media, the other achieved its preeminence doing exactly the opposite.
In either case, Bedbury does a great job of defining what a brand is, why it is of such financial importance to a business, how to go about discovering its genetic code, and how to maximize a brand's value and ubiquity. And he does it in a very readable fashion. Definitely something anyone who places any stock in branding will want to read. Similar Products
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