A New Brand World Ten Principles for Achieving Brand Leadership in the Twenty-first Century

by Bedbury, Scott; Fenichell, Stephen

• ISBN13: 9780670030767
• ISBN10: 0670030767
• Format: Hardcover
• Copyright: 2002-03-04
• Publisher: Viking Adult

Summary

No company can succeed without a great product or service, but in today's competitive market it also needs a brand. Transcending the tangible aspects of a commodity and nurturing a brand to build a deeper and more enduring emotional connection with customers has become one of the most critical and complex challenges facing businesses today, whether they are multinational corporations or small, local enterprises. How did a company like Nike use "Just Do It" to launch its way to success and become part of global culture? How did Starbucks reinvent a familiar 900-year-old product and change the way people drink coffee around the world? In A New Brand WorldScott Bedbury, who was at the heart of both companies as they became two of the greatest branding success stories of our time, explains how to apply the principles that grew these companies more than fivefold and established their trademarks as leaders in their categories. With fascinating anecdotes from his own in-the-trenches experience and dozens of case studies (including companies like Harley-Davidson, Guinness, the Gap, and Disney), Bedbury offers practical, battle-tested advice and an analysis of why some brands succeed where others fail. A New Brand Worldwill show any business-whether a Fortune 500 corporation or a neighborhood store-how it can begin to realize its full brand potential and build lasting value. Inspiring, visionary, and witty, A New Brand Worldwill become the key book for building brands in the twenty-first-century economy.

Author Biography

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.

Table of Contents

Acknowledgments	vii
Introduction: Confessions of a Brand Fool	xiii
All Abroad the Brandwagon	1	(22)
Cracking Your Brand's Genetic Code	23	(38)
Building Brandwidth	61	(26)
Show Some Emotion	87	(20)
Brand Environmentalism	107	(30)
Brand Leadership	137	(26)
Branding and the Corporate Goliath	163	(20)
Brand Future	183	(30)
Index	213