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

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 derive their power from people—customers, employees, intermediaries, stakeholders, the press—and the relationships and experiences they have with your company."*Everything Matters*The author speaks about Brand Environmentalism. Everything in the environment of your brand is important: the way your frontline employees dress or speak, the toilet paper in your retail space or the kind of partnership you form. Because everything related to your brand will form the exact perception of that brand in people's mind.*Business for good*Companies have superpowers, among them the power of their brands. They should use them to do more good. Not only it is good for our planet, it's also good for business.

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 target market?You cannot "create" the meaning of your brand through advertising, you can only hope to build upon and shape what is already in the mind of your prospects. Do you REALLY know what's on their minds?Put on your Nikes, grab a cup of Starbucks and enjoy this read!

It is refreshing to read a management or marketing book that is rational and entertaining.Scott Bedbury brings to live a solid and well-organized set of principles about branding at both the product and corporate levels, and liberally sprinkles each with examples from his work at Nike and Starbucks. He is also not shy about noting the glories and failures of other branding efforts.If you are not responsible for branding, the book is still worth reading as it clearly illustrates what branding is, what brand is not, and how branding should evolve. If you are responsible for brand management, then this is required reading.

Good read and very insightful

Reads like a good story but filled with intense lessons about business, branding, and preserving the integrity of a company and it's reputation in the marketplace.

The many things we should do for our brands (and the ones we have to avoid at all costs) are clearly presented in Bedbury's eight brand principles. Instead of using financial models and correlations, Bedbury tells stories of how each one of these things makes the difference on the company's bottom line. His experience at Nike and Starbucks thoughout the entire positioning process before and after these companies became power brands gives him the credibility and the parenthood needed to teach decision-makers about branding.

arrived as described.

As a 20+ year career marketing professional, I felt like Bedbury was talking to me. My copy is now filled with dog eared pages and notes in the margins. I'm sure I'll reread it from time to time.

No se si es una copia pirata , pero parece. La portada está pixeleada, borrosa y francamente, parece fotocopia....Mismo caso con las páginas. SUPER delgadas, casi transparentes y con pésima calidad de impresión.Lástima, por que es un libro que moría de ganas por leer, ahora se quedará en mi librero por que se me quitaron las ganas

Scott Bedbury is one of the best brandbuilder I know. The book is descirbing the 7 principles of brandbuilding based on examples form Nike and Starbucks. I personally believe that the mentioned do not follow anymore these 7 Pricinples. The result we can experience everyday we are in contact with Nike and Starbucks.I personally like this section of the book.A brand is the sum of the good, the bad, the ugly, and the off-strategy. It is defined by your best product as well as your worst product...It is defined by award-winning advertising as well as by awful ads that have slipped through the cracks, and got somehow approved...For every finely worded public statement by the CEO, the brand is also defined by uncontrolled consumer comments overheard in the hallway or in a chat room on the Internet...Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever...As such you can't entirely control a brand. At best, you only guide and influence it.This follows the rule of brand building, Hans Domzilaff, 100 years ago was describing!

From building the 'just do it' tag line to creating the Starbucks experience as we know it today, Bedbury's book outlines what he considers the new brand world! Far away from your usual text book, yet close enough to the real business world it is an entertaining and interesting book for anyone working in marketing.

Book is fine but seller is bad.

スコット・べドべりの経歴は素晴らしい。ナイキからスターバックスと90年代から00年を代表する二つのブランドのマーケティングに関わっているからだ。この本はその体験をベースに彼が考える８つのルールを紹介している。多少読みにくい英語だが、体験から学んだ彼のストーリーは示唆に富んでおり、考えさせるものがある。個人的にはJust Do Itを生んだクリエイティブ・ブリーフと、スターバックスが生まるために精力的に行われた調査が興味深かった。