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

by Scott Bedbury and Stephen Fenichell

Book Overview

A handy pocket-sized atlas designed for those travelling around London on the Underground. Each tube station is included, along with mapping extending to one mile around showing details of places of... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0670030767
• ISBN13: 9780670030767
• Release Date: January 2002
• Publisher: Viking Books
• Length: 240 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.9" x 6.4" x 9.6"

Customer Reviews

Pure Genius Strikes Again

Scott Bedbury, the architect of building the Nike and Starbucks brands, invites us into the inner sanctum of building statement brands. For someone who loves both business biographies as well as strategy, I found this book as entertaining as I did informative and useful. It is no wonder to me why Scott was able to navigate two distinct brands to a lasting impression in America. As someone who is building my own brand (TotallySoccer), I found that Scott is right on: you must have the vision and the imagination as well as the ability to execute. A great and entertaining read.

Shows how brands are of financial importance to businesses.

There is no shortage of books on this subject and I've probably read three-quarters of them. This one comes closest to cracking the code. In fact, the author uses that exact word in describing how marketers must go about cracking a brand's genetic code. While some may find the heavy reliance on Bedbury's experiences at Nike and Starbucks limiting, I think they're quite instructive. Mainly because while one of these brands, Nike, was created largely using traditional mass media, the other achieved its preeminence doing exactly the opposite.In either case, Bedbury does a great job of defining what a brand is, why it is of such financial importance to a business, how to go about discovering its genetic code, and how to maximize a brand's value and ubiquity. And he does it in a very readable fashion. Definitely something anyone who places any stock in branding will want to read.

Excellent!

I was fortunate enough to work briefly with Scott Bedbury during an internship at Silicon Valley startup Tellme Networks in summer of 2000. So I can vouch for the fact that not only is he a visionary business thinker, but he is also one of the most genuinely likable people I have ever met. So it was with some excitement that I picked up his book ...As the wizard behind the brands of Nike and Starbucks, Scott probably has on of the best resumes on the planet for writing a book on developing a strong brand. The book is an excellent introduction for those who are unfamiliar with the concept of "brand", as well as a terrific resource for those engaged in the daily struggle of trying to build a powerful one. The book covers how to discover your brand, how to manage the growth of your brand, how to champion the brand within a large company where everybody might not "get it", and how to build a strong brand by helping communities.Real-life examples abound, highlighting the benefits that can accrue to a company with a strong brand and the disastrous consequences of ignoring issues of brand. Throughout the book we learn of brands that "get it" (Nike, Harley Davidson), brands that fell from glory (Marlboro, Levi's), brands that were revived (IBM, Apple), and brands that have never got it (Exxon, Microsoft).What makes the book stand out in particular is Scott's wealth of personal experiences that he peppers throughout the pages. Some great examples include:- Scott's early efforts to widen Nike's brand focus from hardcore "sports" to the more inclusive "fitness".- Scott's decision at Nike to avoid traditional outsourced market research in favor of internal Brand Strength Monitor (BSM) focus groups. (Interestingly, Scott blames Nike's abandoning of BSM for its inability to properly anticipate or respond to its labor controversy)- Scott's involvement in the difficult decision to allow Starbucks coffee to be served on United Airlines, highlighting the difficult decision Growth versus Brand Dilution. (how do you recreate the "coffee house" atmosphere and serve a perfect cup at 30,000 feet?)- Scott's hot tub encounter with Microsoft's Steve Ballmer (you'll have to read it to find out)Overall, Scott has done an excellent job of effectively communicating his experiences. A New Brand World is an excellent read for anyone interested in learning about or mastering the concept of branding.

Brand Mgrs. / "C" Level Executives...Must Read This Book

This book is one of the best on the subject of brands--why some fail and others succeed long-term. The classic marketing and business dilemma--product focus versus brand focus, is presented and evaluated carefully. Moreover, the book details how to define, build, manage, and evaluate a brand from a number of perspectives. The material is relevant given that the book just came out in February of 2002 and many recent brand topics are critiqued too--from Microsoft's legal woes to the dot-com bubble, and the driving forces that brand managers and executives will face in the coming years. The author gives reasons why branding is so critical today (and in the future) and describes relevant, poignant brand experience stories as supporting evidence to the 8 principles for building a 'killer' brand. This is a versatile book -- the concepts presented lend themselves to any business and all product/service categories. The author explains many subjects that continue to haunt brand managers today: how to develop a brand through analyzing customer needs--both physical and emotional, analysis and definition of brand values that must embody a brand and every employee within the company, and how to use one's gut to help keep the brand's core values on track as the company grows or is faced with challenges from changing business environments.I especially liked the section on brand development reviews. These regularly scheduled reviews on a number of brand issues and topics will help any marketer who develops (or inherits) a brand by reinforcing what is important for long-term brand development.

A Brand is a promise...

All to often marketers forget that a brand is a promise between you and your customers. Once you break that trust it is very hard to win customers back. This book is about the simple relationship all brands should be having with their customers and, as responsible marketers, with the community. Consumers today are more demanding than ever and unless marketers learn these lessons now they will learn later, the hard way !!!