A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century
| Author | : | |
| Rating | : | 4.85 (552 Votes) |
| Asin | : | 0142001902 |
| Format Type | : | paperback |
| Number of Pages | : | 240 Pages |
| Publish Date | : | 2017-03-26 |
| Language | : | English |
DESCRIPTION:
From Publishers Weekly Bedbury, who headed advertising and marketing divisions for Nike and Starbucks during their phenomenal growth, coaches on establishing a memorable brand in this appealing, well-organized guide. Observing consumers overwhelmed by countless choices, he argues that now's the time to build a brand that evokes trust from its customers. To Bedbury, brands have not only a genetic code but also karma. 4)Forecast: Bedbury's connection to Nike and Starbucks will generate interest in his firsthand knowledge of those success stories on his author tour. "Unless your brand stands for something, it stands for nothing," he declares, as he explains methods for companies big and small to articulate their essence and ethos (their "genetic code" in Bedbury's catchy parlance) to core customers, potential customers and employees.
"Interesting take on branding" according to Jean Boudillon. Interesting take on Branding by a profesional marketer. You will find great lessons on branding in this book and the author has an important message for companies. However I found myself having a hard time reading this book and imprinting its message clearly in my brain.Here are some of the main take-aways :*Values*Every brand carries deep within itself values from which every branding endeavors should start with. Think "Start with Why" by Simon Sinek. Another way to say it: "Stand for something or . Brilliant Amazon Phanatic Brilliant. This book is the hidden gem of the branding world. Scott's thinking is incredible and useful.. "Back-to-basics wisdom" according to The Marketing Guy Who Drives Sales -r. With information about building a strong brand everywhere, Scott Bedbury offers solid, back-to-basics common sense all-too-often forgotten by modern day 'brand gurus.' Recognizing that the customer is and always has been central to a strong brand, Scott removes all the mumbo jumbo and provides a refreshing look back to the future of branding. Emotions, likes, wants, past experiences, aspirations, needs, and positive and negative feelings are all part of your brand. Do you know which brand attributes
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.