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 ]

What Matters Most: How a Small Group of Pioneers Is Teaching Social Responsibility to Big Business, and Why Big Business Is L

If you want your business to thrive, you’d better start paying attention to its values. Jeffrey Hollender, CEO of Seventh Generation, a brand of environmentally safe household products, and Stephen Fenichell, a professional writer, see harbingers for change in the way some companies do business. Religious and business leaders embroiled in scandal, networked global awareness, and an expectation of transparency that embeds reporters with soldiers … [ Read more ]