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A New Brand World

A New Brand World


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About the Book

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.
About the Author: 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.


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Product Details
  • ISBN-13: 9780142001905
  • Publisher: Penguin Books
  • Publisher Imprint: Penguin Books
  • Depth: 13
  • Height: 211 mm
  • No of Pages: 240
  • Series Title: English
  • Sub Title: 8 Principles for Achieving Brand Leadership in the 21st Century
  • Width: 142 mm
  • ISBN-10: 0142001902
  • Publisher Date: 25 Feb 2003
  • Binding: Paperback
  • Edition: Reprint
  • Language: English
  • Returnable: Y
  • Spine Width: 18 mm
  • Weight: 277 gr


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    BoxerLover2 - 5 Days ago
    A Thrilling But Totally Believable Murder Mystery

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    BoxerLover2 - 5 Days ago
    A Thrilling But Totally Believable Murder Mystery

    Read this in one evening. I had planned to do other things with my day, but it was impossible to put down. Every time I tried, I was drawn back to it in less than 5 minutes. I sobbed my eyes out the entire last 100 pages. Highly recommend!


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