Scott Bedbury

A guide to brand-building profiles the success of Nike and Starbucks to reveal their strategies and how to apply them for significant growth for any size business, analyzing why certain brands have succeeded or failed. Reprint.

8 Principles for Achieving Brand Leadership in the 21st Century

A New Brand World

Stephen Fenichell

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.

Scott Bedbury

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