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

Bedbury, Scott

ISBN 10: 0142001902 / ISBN 13: 9780142001905

Editore: Penguin Publishing Group, 2003

Item in very good condition! Textbooks may not include supplemental items i.e. CDs, access codes etc. Codice articolo 00088517022

Riassunto:

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.

Informazioni sull?autore: Scott Bedbury was Senior Vice President of Marketing at Starbucks from 1995 to 1998. Prior to that he spent seven years as head of advertising for Nike, where he launched the "Bo Knows" and "Just Do It" campaigns. He is currently an independent brand consultant and a speaker for the Leigh Bureau.
Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People's Money. His articles have appeared in New York, Men's Journal, GQ, Lear's, Spy, Connoisseur, Condé-Nast Traveler, and Wired.

Dati bibliografici

Titolo: A New Brand World: Eight Principles for ...
Casa editrice: Penguin Publishing Group
Data di pubblicazione: 2003
Legatura: Brossura
Condizione: Very Good