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 mo...
read full description
reviews
May 12, 2008
Tomi
rated it: 
A fascinating book about branding, especially for a rookie like me. Written by a man who practically did what he said, this book give me a first hand account to understand about brand and how to brand a brand to make it stands out of the crowd.
I wonder how can I apply the principles to other than commodity goods, like persons, social activities or political parties.
I wonder how can I apply the principles to other than commodity goods, like persons, social activities or political parties.
0 comments
like
(1 person liked it)
Apr 17, 2009
Guy
rated it:
The author was the CMO at Nike, and then later at Starbucks, during both companies' largest growth periods. Interesting stories about some of the internal branding debates. Also has great stories on many other well known brands, including Harley Davidson, Levi's, Coca-Cola, Apple Computer, etc.
Jan 13, 2009
Nick
rated it: 
This book should be required reading for everyone involved in advertising in any way. In fact, you should read it three or four times. The publisher should change the name to "The Branding Bible" because that's what it is. I can't recommend it highly enough.
May 13, 2009
Nate
rated it:
Incredible book on understanding the importance of a companies brand. Written by the mind behind Starbucks and Nike's (Just Do It campaign) marketing/brand success. Easy read, never boring.
Aug 14, 2009
Kira
rated it: 
This book has plenty of great ideas for marketers from a top former exec at Nike and Starbucks. His business memoirs and theories position Bebury as a pioneer in exploiting and maximizing brand value to drive such highly successful consumer brands. It's also fairly interesting to read and much more interesting than much of its business non-fiction peers. It would be even better if Bedbury could update it a bit to fit the times - parts like the praising of AOL and its strategies from its glory da
More...
Dec 23, 2008
Levee
rated it: 
Not bad, but not as great as I expected. Ironically, it would have been better had I gotten back to basics and read some Kant and Maslow.
May 03, 2010
Adam
rated it:
Fascinating read that also gives an inside look at the making of the Nike and Starbucks brands.
May 08, 2009
Todd
rated it:
This book was included in my book: The 100 Best Business Books of All Time. www.100bestbiz.com
Dec 17, 2007
ateedub
rated it:
Brands are cool. This guy was a brand manager at Nike and Starbucks at critical points. He tells a fascinating story though the lessons are a little difficult to pull from. All the same, it's fascinating to read if you care about creating brands.
Dec 23, 2007
Teresa
rated it:
I love this book. It's super digestible w/ first hand experiences. A great way to get your feet wet or just to get a feel of marcom and branding strats. What Sidney Lumet's "Making Movies" is to the ad world.
Apr 10, 2008
Jesse
rated it:
Insight into what it takes to make and sustain a successful brand from the former marketing chief of Nike & Starbucks.
Nov 25, 2007
Laura
rated it:
This is such an interesting story, straight from the guy who helped commoditize coffee and tennis shoes.
Feb 11, 2012
Feb 06, 2012
Jan 22, 2012
Jan 20, 2012
Dec 31, 2011
Dec 28, 2011
Dec 18, 2011
Dec 12, 2011
Nov 19, 2011
