A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century

by Scott Bedbury, Stephen Fenichell

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.

Genres: Business, Nonfiction, Leadership, Buisness, Reference

220 pages, Paperback

First published January 1, 2002

Reviews

[Andrea Amaya · Rating 5 out of 5]

Great book! Bedbury's empathetic approach towards brand building and marketing is filled with common sense, making it a must-read for anyone who's developing a business.

[Daniel Finch · Rating 4 out of 5]

Although this book was written in 2002, a majority of what Bedbury talks about is very relevant to the advertising industry today. He tells us that brands are more than money makers and companies-that think otherwise-are in for a world of hurt.

Brands need to have personality and a merry band of advocates- from all levels of the company from the CEO down to the people who work the front-line- in order to prosper and succeed in this hyper-competitive marketplace. His experiences from Nike and Starbucks help paint this picture vividly.

The author gives great examples of many brands that have won over consumers' hearts and loyalties. He also touches upon those brands that failed to do so. I'm glad he uses different examples rather than relying solely on Apple to justify his points.

[Tomi · Rating 4 out of 5]

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.

[Jean Boudillon · Rating 3 out of 5]

Interesting Take on Branding

Interesting take on Branding by a profesional marketer. You will find great lessons on branding in this book and the author has an important message for companies. However I found myself having a hard time reading this book and imprinting its message clearly in my brain.

Here are some of the main take-aways :

*Values*
Every brand carries deep within itself values from which every branding endeavors should start with. Think "Start with Why" by Simon Sinek. Another way to say it: "Stand for something or you will stand for nothing"

*People*
"Brands derive their power from people—customers, employees, intermediaries, stakeholders, the press—and the relationships and experiences they have with your company."

*Everything Matters*
The author speaks about Brand Environmentalism. Everything in the environment of your brand is important: the way your frontline employees dress or speak, the toilet paper in your retail space or the kind of partnership you form. Because everything related to your brand will form the exact perception of that brand in people's mind.

*Business for good*
Companies have superpowers, among them the power of their brands. They should use them to do more good. Not only it is good for our planet, it's also good for business.

[Amy C Novak · Rating 4 out of 5]

A fascinating read on the importance of branding and its implication for our organizations. I appreciated the focus on understanding the culture necessary within an organization to leverage branding for maximum benefit. The author's personal stories resonate well even for those without a marketing background. From Nike to Starbucks to Disney, anyone can take key insights away from this read on the importance of branding to the strategy of all of our organizations.

[Mary Kelly · Rating 4 out of 5]

Good examples, clear point. A little bit dated, but worth the effort to read, definitely.

[Katrina · Rating 4 out of 5]

I was not expecting a book about branding and company strategies to offer so much insight into the human condition. What a thought-provoking and genuinely cool book this was to read.

[Thuthi · Rating 4 out of 5]

Well structured and good research information in other businesses including Nike and Starbucks. Found it hard to read though. Presentation could have been better.
Id call it a 3.8 book not a 4.1.

[Kim Sasso · Rating 3 out of 5]

Read this when I owned a business. Didn't really learn anything I hadn't already read somewhere else.

[David Owen · Rating 5 out of 5]

Branding is all about taking something common and making it something more meaningful, and what better example do we have than Starbucks creating a whole brand experience out of an ordinary coffee bean. I enjoyed this book as Bedbury seemed to keep it real by retelling his war stories at both Nike…both the good and the bad. Both companies struggled to find their brand essence.

I loved reading about the journey Nike and Starbucks took to establish brands that take something common and transform them into experiences that are more meaningful. Both companies show that brand is more than just a catchy slogan, but an actual mantra that exudes all they do. Nike doesn't just sell trendy shoes, everything they do is centered around, “Authentic athletic performance”. Disney doesn't just sell toys and movie tickets, everything is centered around, “the magic of family life”. The Brand acts as both a competitive advantage and a compass to companies when the call for quick buck profits arises. I enjoyed reading the example of Starbucks and their internal battle of whether to offer their coffee through the airlines. Quick profits?....yes, but would they be able to maintain that magical experience that exudes their coffee shops and everything they do?...I don’t think so. This is a great book with a handful of valuable, behind the scenes experiences that highlight how to build a great brand.

Companies have learned that the brand its most treasured assets and must be defended even in the The author also warns of the dangers of diluting the brand by getting to hungry for growth.

[Kira · Rating 3 out of 5]

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 days makes the book seem outdated and chips away at some of his credibility. But all in all, an insightful read for marcom or branding professionals.

[Marisa · Rating 3 out of 5]

This book can almost be considered a textbook on branding except that - unlike most textbooks - it is a nice, easy, breezy read. The author tells stories from his time as chief marketing officer at Nike and Starbucks, two of the great marketing successes in recent decades. He also talks about the lessons he learned when things didnt work out. I enjoyed his wholistic perspective that says branding isn't just an advertising strategy, it's a product of a company's values. And it's successful if everyone -- from the staff in the stock room to the chief executive - embraces those values.

[Travis St.denis · Rating 2 out of 5]

There are a few things to take away from this but overall, it was sparse. It was repetitive since it was pretty much through the lens of the author's time at Nike and Starbucks. And that was one of my main issues: it's too easy to construct a book based on iconic brands. Those two brands have reached a place in people's lives unparalleled except by a scant few others. While some people might like that as an aspiration, it just rubs me the wrong way. It's just not as relatable because so few brands can ever attain that. It's removed from the reality most brands face.

[Lamec Mariita · Rating 4 out of 5]

This is an excellent book that examines what it takes to be successful as a brand today. Scott has effectively communicated key branding principles in a practical way. It's such an inspiring and enjoyable book. The author managed to take branding principles and techniques that work in the ether of mega-branders Starbucks and Nike (and other corporate examples) and ported them down to language we can all benefit from.

[Alper Çuğun · Rating 4 out of 5]

I usually have a pretty hard time taken anything in the realm of marketing seriously. Kudos to Bedbury for salvaging the field for me.

It's a fairly short book from the former marketing director of Nike and Starbucks. So there's just enough here, it's candid and tells you what you need to know.

[ateedub · Rating 5 out of 5]

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.

[Teresa · Rating 5 out of 5]

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.

[Nick · Rating 5 out of 5]

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.

[Guy · Rating 4 out of 5]

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.

[Emily · Rating 5 out of 5]

Interesting introduction to the concept of brands. I think it's interesting because that's what I want to major in, but besides that, Bedbury's experience (he's the guy behind the Just Do It movement) and fresh voice (he's FUNNY) make A New Brand World an enlightening and enjoyable read.

[Laura Pace · Rating 5 out of 5]

This is such an interesting story, straight from the guy who helped commoditize coffee and tennis shoes.

[Jesse · Rating 4 out of 5]

Insight into what it takes to make and sustain a successful brand from the former marketing chief of Nike & Starbucks.

[Jen · Rating 4 out of 5]

Great book for people who are into advertising/branding.

[Andrew · Rating 5 out of 5]

Good read!

[Levee · Rating 2 out of 5]

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.

[Todd · Rating 5 out of 5]

This book was included in my book: The 100 Best Business Books of All Time. www.100bestbiz.com

[Nate Martin · Rating 5 out of 5]

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.

[Nivas · Rating 4 out of 5]

Brand management textbook

[Adam Goodman · Rating 4 out of 5]

Fascinating read that also gives an inside look at the making of the Nike and Starbucks brands.

[Michelle · Rating 4 out of 5]

Interesting insights.