A New Brand World - Scott Bedbury with Stephen Fenichell
Acknowledgments
Introduction: Confessions of a Brand Fool
1. All Aboard the Brandwagon
2. Cracking Your Brand's Genetic Code
3. Building Brandwidth
4. Show Some Emotion
5. Brand Environmentalism
6. Brand Leadership
7. Branding and the Corporate Goliath
8. Brand Future
Index
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.
"I don't think there is anyone in the world who knows more about brands than Scott Bedbury—there is certainly no one who can tell his story and make his points with such insight and wit. A New Brand World gives you the inside story of Nike, Starbucks and other top brands with sharp commentary and analysis. This is a highly entertaining read, but one with many valuable lessons about how to build and manage strong brands. Inspiring and informative, it will make you a better marketer. It got the left side of my brain buzzing, the left side humming, and my brand mojo working! —Kevin Lane Miller, E.B. Osborn Professor of Marketing, Amos Tuck School of Business"This is an 'anthology' of great branding stories that is as entertaining as it is informative." —Business Book Review"[Bedbury is] perhaps the greatest brand maven of our time." —Tom Peters
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