Description

Book Synopsis
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.

A New Brand World

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    A Paperback by Scott Bedbury, Stephen Fenichell

    £21.47

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    Order before 4pm tomorrow for delivery by Fri 16 Oct 2026.

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      Book details

      Publisher Penguin Publishing Group
      Published 2/25/2003 12:00:00 AM
      ISBN-13 9780142001905
      978-0142001905
      ISBN-10 0142001902
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      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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