New Brand World Eight Principles for Achieving Brand Leadership in the Twenty-First Century

Name: New Brand World Eight Principles for Achieving Brand Leadership in the Twenty-First Century
Price: 2.78 USD
Availability: InStock
ISBN: 9780142001905

ISBN-10: 0142001902

ISBN-13: 9780142001905

Edition: N/A

Authors: Scott Bedbury, Stephen Fenichell

List price: $24.00

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Description:

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.

Book details

List price: $24.00
Publisher: Penguin Publishing Group
Publication date: 2/25/2003
Binding: Paperback
Pages: 240
Size: 5.51" wide x 8.43" long x 0.71" tall
Weight: 0.484

He was senior Vice President of Marketing at Starbucks from 1995-1998. He spent seven years as a worldwide head of advertising for Nike, where he launched the "Bo Knows" & "Just Do It" campaigns & helped grow the sneaker industry brand from $800 million to nearly $5 billion in sales. He is currently an independent brand consultant.

Stephen Fenichell lives in New York.



Acknowledgments


Introduction: Confessions of a Brand Fool



All Aboard the Brandwagon



Cracking Your Brand's Genetic Code



Building Brandwidth



Show Some Emotion



Brand Environmentalism



Brand Leadership



Branding and the Corporate Goliath



Brand Future


Index