Brand New World

Author: Scott Bedbury
Publisher:
Publish Date: 2004-04-01
Features: This book is a highly acclaimed brand management masterpiece recommended by management guru Tom Peters! Brand building is like alchemy! Scott Bedbury is indeed the world's greatest brand alchemist. With sharp insight, he transformed ordinary travel shoes and coffee into shining stars, successfully forging globally renowned brands like Nike and Starbucks. In this book, Bedbury shares his personal experiences, revealing that the core of brand building lies in establishing a deeper level of trust with customers. This trust transcends tangible products or services and can inspire positive emotions. Nike redefined the meaning of athletic shoes through its "JUST DO IT" campaign; Starbucks revolutionized the 900-year-old coffee tradition people were already familiar with, completely changing the way people consume coffee. The book also provides numerous brand building case studies and summarizes a comprehensive, standardized system for brand development. If you want to create great brands in the new world of branding, this book is a must-read!