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| A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century | 
 enlarge | Authors: Scott Bedbury, Stephen Fenichell
Publisher: Penguin (Non-Classics)
Category: Book
List Price: $16.00
Buy New: $1.32
You Save: $14.68 (92%)
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Avg. Customer Rating:  (12 reviews)
Sales Rank: 23827
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Number Of Items: 1
Pages: 240
Shipping Weight (lbs): 0.5
Dimensions (in): 8.4 x 5.5 x 0.7
ISBN: 0142001902
Dewey Decimal Number: 658.827
EAN: 9780142001905
ASIN: 0142001902
Publication Date: February 25, 2003
Release Date: February 25, 2003
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
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.
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| Customer Reviews: Read 7 more reviews...
 Very Entertaining Indeed! March 8, 2007
As someone who's new to the Branding craze I bought this book and I was very pleased with the purchase. This is a very easy read and quite entertaining - I enjoyed it immensely. I would definitely recommend this book to grasp the Branding concepts and practical examples.
Pretty much everything you need to know about branding January 19, 2006
6 out of 6 found this review helpful
This is an intelligent, well-written book from a guy who has obviously had a great deal of experience marketing high-profile companies (Nike, Starbucks).
Bedbury lays out pretty much everything you need to know about branding in 190 pages. It's obvious he's a good writer and he's got great examples to back up his assertions in the book.
He is hard on Microsoft but, in my opinion, not hard enough. The reviewer who panned this book based on his treatment of Microsoft is short-sighted. This book is about much more than that. Microsoft is a very small part of the book and they are used appropriately as an example of what NOT to do in marketing.
My biggest problem with the book is Bedbury's assertion that companies are becoming more vertical. It simply isn't true. Companies are not vertically-integrating; they're outsourcing many of the tasks associated with building their products. Witness the Apple iPod. No Apple employee has ever assembled an iPod or built the circuit board. It's simply too expensive. If Apple was vertically-integrated and built the iPod, they would probably cost around $5,000.
My second biggest problem with the book is the final chapter "Brand Future." Bedbury comes out of "left" field and uses almost the entire final chapter as a kind of platform for some liberal agenda. I won't spoil it for those of you who subscribe to those ideals (I'm an independent); but, suffice it to say, the chapter felt out of place. Bedbury talks intelligently about branding for 190 pages, and then the book turns into a political white paper for the final 20 pages.
Don't let that distract you from buying the book, however. This is what business books are supposed to be: erudite, thought-provoking and entertaining. Having read hundreds of business books (I teach Business and Marketing), I can tell you that those three traits are in short supply.
In Branding, Everything Matters October 8, 2005
1 out of 2 found this review helpful
A quick, but impactful read worth its weight in coffee beans and sneakers, Author Bedbury manages to take branding principles and techniques that work in the ether of mega-branders Starbucks and Nike (and other corporate examples) and port them down to language we can all benefit from. Packed with interesting anecdotes and behind-the-scenes stories, a New Brand World offers helpful take-aways in the areas of commodity branding, the brand mantra, and proven ways to live the brand. My favorite line: When it comes to branding, "Everything matters." Bedbury goes on to say, "For every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments overheard in a 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 can only guide and influence it."
Bedbury's experience at Nike & Starbucks proves valuable August 2, 2004
2 out of 2 found this review helpful
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.
 BRANDING, FOR EXECUTIVES. READ IT FOR THE CASE STUDIES. April 14, 2004
31 out of 31 found this review helpful
It is difficult to review a book that one has enjoyed reading and then say that it was not up to the mark (in terms, of course, of only my expectations.)No doubt that Scott Bedbury's work is a fast paced read, his writing is lucid and quite frequently quotably light-hearted. There is a lot of material here for people in larger corporations or even general marketing folks. And where Bedbury truly shines is in the case studies he presents in the 8 chapters. But if, like me, you set off on this book looking for some newfangled insights into the world of branding, then this is not the book for you. The title claims to proffer "8 principles". Let's face it, at the end of the day, principles are not that hard to create and this becomes quite painfully clear when you reach the end of this book and wonder if you have learnt anything new. But I am being unfairly critical. From his style, it seems an approachable business book was precisely what Bedbury's intended? As a comprehensive introduction to the field of branding, I'd still recommend "Strategic Brand Asset Management" by Keller. For a discussion of some innovative yet reasonable forms of brand creation, especially on a shoestring, I'd usually point to a PR related book, or perhaps the rapier wit "60-minutes Brand Strategist." But as a gentle introduction for executives in to the nebulous world of branding, or as a non-technical business book for business folk in general who place less emphasis on a structured analytical framework and are more interested in a soft springboard into the field, then "Emotional Branding" and this book from Bedbury are pretty near the top of my list of recommendations. Very accessible and insightful stuff, if you aren't expecting a summary of last decade's JCR.
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