A New Brand World

A New Brand World

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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 winninga€”and faileda€”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.In 1995, after signing on with Howard Schultz to help manage the Starbucks brand, I underwent the training program required of all new Starbucks employees . And that means everyone, regardless of job description. Whether youa#39;re a part- timeanbsp;...

Title:A New Brand World
Author:Scott Bedbury, Stephen Fenichell
Publisher:Penguin - 2003-02-25


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