- Hardcover: 240 pages
- Publisher: Viking Press Inc (28 Feb 2002)
- Language English
- ISBN-10: 0670030767
- ISBN-13: 978-0670030767
- Product Dimensions: 23.9 x 16.5 x 2.5 cm
- Average Customer Review: 4.5 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 836,913 in Books (See Top 100 in Books)
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Synopsis
A guide to brand-building profiles the success of Nike and Starbucks to reveal their strategies and how to apply them for significant growth for any size business, analyzing why certain brands have succeeded or failed.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Packed With Knowledge!,
By
This review is from: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century (Hardcover)
This pretty good book about brands and brand management is not as neat and orderly as the subtitle suggests - the so-called "8 principles" are rather vague meandering digressions. But the digressions are immensely entertaining and even educational. Learning how Nike and Starbucks handle marketing is quite worthwhile. Of course, the author oversimplifies, over-promises and over-promotes himself. But what do you expect of a marketing maven? The book's big virtue is that it repeatedly reinforces the fact that brand building boils down to having the common sense to think first about what you are trying to accomplish, and then set about doing it without getting distracted. How simple to say, how hard to do. If you want to try, we say this is just the book for you to read over your morning cup of coffee from guess who.
4.0 out of 5 stars
Like most case study books - buyer beware!,
By
This review is from: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century (Hardcover)
Scott Bedbury will clearly carry a cachet as far as branding goes, having been involved in the success stories of Nike and Starbucks. As such he clearly has things to say about branding, however the advice, as usually in such 'case study' cases, needs to be thoroughly vetted before one takes it onboard. The main issue, as with all such books, is methodological - what worked for one company over a periodof time, will not per se necessarily work elsewhere (it might even directly be harmful) and the author does not start out examining companies with comparable policies and then looking for success on a longitudinal dimension but looks back to some examples that were successful under his guidance and generalises the applicability of the policies from that.
The author certainly makes some very valid observations such as: - brand awareness will do very little on its own and investing in mere awareness is mostly money wasted - guiding your company thropugh projections based on past numbers is like driving a car by only looking in the rearview mirror - a brand is not what you necessarily want it to be but what your consumers and other people interacting with it make it to be - the best you can hope for is to shape it, etc. These are certainly principles to take to heart and they will probably have more or less universal validity. on the other hand a lot of the more specific examples from outside his direct line of responsibility (i.e. from companies other than Nike or Starbucks) need to be taken with a pinch of salt, some being a bit dubious, while some others plainly wrong. Industries with a significant involvement of the end consumer and frequent purchase will be best suited to the advice given from the two big case studies of the book, while industries without those characteristics are very possibly the false place to apply many of the principles described. Overall one of the better books in the branding spectrum but far from 'foolproof' - i.e. the advice is not to be enjoyed without significant caveats and further study.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.4 out of 5 stars (25 customer reviews) 12 of 12 people found the following review helpful:
5.0 out of 5 stars
Excellent!,
By wync - Published on Amazon.com
This review is from: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century (Hardcover)
I was fortunate enough to work briefly with Scott Bedbury during an internship at Silicon Valley startup Tellme Networks in summer of 2000. So I can vouch for the fact that not only is he a visionary business thinker, but he is also one of the most genuinely likable people I have ever met. So it was with some excitement that I picked up his book ...As the wizard behind the brands of Nike and Starbucks, Scott probably has on of the best resumes on the planet for writing a book on developing a strong brand. The book is an excellent introduction for those who are unfamiliar with the concept of "brand", as well as a terrific resource for those engaged in the daily struggle of trying to build a powerful one. The book covers how to discover your brand, how to manage the growth of your brand, how to champion the brand within a large company where everybody might not "get it", and how to build a strong brand by helping communities. Real-life examples abound, highlighting the benefits that can accrue to a company with a strong brand and the disastrous consequences of ignoring issues of brand. Throughout the book we learn of brands that "get it" (Nike, Harley Davidson), brands that fell from glory (Marlboro, Levi's), brands that were revived (IBM, Apple), and brands that have never got it (Exxon, Microsoft). What makes the book stand out in particular is Scott's wealth of personal experiences that he peppers throughout the pages. Some great examples include: Overall, Scott has done an excellent job of effectively communicating his experiences. A New Brand World is an excellent read for anyone interested in learning about or mastering the concept of branding. 15 of 17 people found the following review helpful:
5.0 out of 5 stars
A Brand is a promise...,
By R. A. Meyer - Published on Amazon.com
This review is from: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century (Hardcover)
All to often marketers forget that a brand is a promise between you and your customers. Once you break that trust it is very hard to win customers back. This book is about the simple relationship all brands should be having with their customers and, as responsible marketers, with the community. Consumers today are more demanding than ever and unless marketers learn these lessons now they will learn later, the hard way !!!
12 of 14 people found the following review helpful:
5.0 out of 5 stars
Building A Brand, Responsably,
By William Gary Barrett - Published on Amazon.com
This review is from: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century (Hardcover)
Scott Bedbury's new book, A New Brand World acts as a wake up call at a time when many companies are giving in to the financial pressures imposed by a weakened economy and corporate consolidation by deserting Brand Marketing and with it Brand responsability. As Scott Bedbury points out in his highly entertaining and well written book, creating and maintaining a Brand is hard work and requires a long term committmenton from Senior Mangement down to everyone in the company. Brand vitality incompasses not only having a good advertising campaign, but also having a corporate committment to consistantly maintaining the brands core values and the trust created between the consumer and the Brand. In eight quickly paced chapters, Bedbury serves up a combination of case histories, insider stories and an impassioned arguement for Corporate responsabilty that speaks to his experience and observations of what worked and did not work for some of the worlds greatest marketers. With direct experience at the most Senior Marketing level with some of the Worlds most successful and respected brands including Coke, Nike and Starbuck's, A New Brand World is the ultimate insiders guide to what goes on inside that giant corporate hairball alluded to in the book.A great read and an action plan for successful brand building, this book should be a must read for anyone involved with or wishing to become involved with Brand Marketing. |
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