A New Brand World : Eight Principles for Achieving Brand Leadership in the Twenty-First Century
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 … [ Read more ]
Content: Book | Authors: Scott Bedbury, Stephen Fenichell | Subject: Marketing / Sales
Nine Ways to Fix a Broken Brand
The marketing excesses of the past few years left broken pieces scattered across the branding landscape. As a result, many companies are left with bogged-down, boring — even dying and dead — brands. Now take a look at your brand: Do you know what’s broken? Do you know how to fix it?
Content: Article | Author: Scott Bedbury | Source: Fast Company | Subject: Marketing / Sales