A New Brand World

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

Business & Finance, Marketing & Sales, Multilevel, Entrepreneurship & Small Business, Entrepreneurship, Management & Leadership, Management
Cover of the book A New Brand World by Scott Bedbury, Stephen Fenichell, Penguin Publishing Group
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Author: Scott Bedbury, Stephen Fenichell ISBN: 9781101200285
Publisher: Penguin Publishing Group Publication: February 25, 2003
Imprint: Penguin Books Language: English
Author: Scott Bedbury, Stephen Fenichell
ISBN: 9781101200285
Publisher: Penguin Publishing Group
Publication: February 25, 2003
Imprint: Penguin Books
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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