A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century
| Author | : | |
| Rating | : | 4.42 (802 Votes) |
| Asin | : | 0142001902 |
| Format Type | : | paperback |
| Number of Pages | : | 240 Pages |
| Publish Date | : | 2015-08-10 |
| 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. "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. He calls for advertising and marketing that will inspire rather than merely inform (&he
Jean Boudillon said Interesting take on branding. 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 you will stand for nothing"*People*"Brands der. "Brilliant" according to Amazon Phanatic. Brilliant. This book is the hidden gem of the branding world. Scott's thinking is incredible and useful.. The Marketing Guy Who Drives Sales -r said Back-to-basics wisdom. 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 are most prevalent amongst the PEOPLE in your
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.. 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