A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century
Author: Scott Bedbury, Stephen Fenichell
List Price: $24.95
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ISBN: 0670030767
Publisher: Viking Press (28 February, 2002)
Sales Rank: 5,406
Average Customer Rating: 4.43 out of 5
Customer Reviews
Rating: 5 out of 5
Crack the Code
There's 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 the brand's genetic code'.
While some may find the heavy reliance on his experiences at Nike and Starbucks limiting, I think it's 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.
Rating: 4 out of 5
Branding revealed, explained, and humanized
It is refreshing to read a management or marketing book that is rational and entertaining.Scott Bedbury brings to live a solid and well-organized set of principles about branding at both the product and corporate levels, and liberally sprinkles each with examples from his work at Nike and Starbucks. He is also not shy about noting the glories and failures of other branding efforts.
If you are not responsible for branding, the book is still worth reading as it clearly illustrates what branding is, what brand is not, and how branding should evolve. If you are responsible for brand management, then this is required reading.
Rating: 5 out of 5
This may be the best book on branding ever written
I have read dozens and dozens of books on branding. They are largely worthless drivel. I have taught marketing, pr and advertising for 20 years in addition to owning and running an agency for eleven years. This is the best book on branding I have ever read by far. A New Brand World is well written, insightful and filled with brilliant examples of how it is actually done by a master.If you care about branding you must read this book. I gave a copy to every employee in my agency.
I'd give it six stars but they won't let me.
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