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Cover: 9780142001905 | A New Brand World | Scott Bedbury (u. a.) | Taschenbuch | Englisch
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A New Brand World
Eight Principles for Achieving Brand Leadership in the Twenty-First Century
Taschenbuch von Scott Bedbury (u. a.)
Sprache: Englisch

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Beschreibung
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.
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.
Über den Autor
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, Cond&eacute-Nast Traveler, and Wired.
Inhaltsverzeichnis
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
Details
Empfohlen (von): 18
Erscheinungsjahr: 2003
Fachbereich: Allgemeines
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Einband - flex.(Paperback)
ISBN-13: 9780142001905
ISBN-10: 0142001902
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Bedbury, Scott
Fenichell, Stephen
Orchester: Fenichell, Stephen
Hersteller: Penguin Adult Hc/Tr
Verantwortliche Person für die EU: Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße: 214 x 140 x 13 mm
Von/Mit: Scott Bedbury (u. a.)
Erscheinungsdatum: 25.02.2003
Gewicht: 0,307 kg
Artikel-ID: 102903616
Über den Autor
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, Cond&eacute-Nast Traveler, and Wired.
Inhaltsverzeichnis
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
Details
Empfohlen (von): 18
Erscheinungsjahr: 2003
Fachbereich: Allgemeines
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Einband - flex.(Paperback)
ISBN-13: 9780142001905
ISBN-10: 0142001902
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Bedbury, Scott
Fenichell, Stephen
Orchester: Fenichell, Stephen
Hersteller: Penguin Adult Hc/Tr
Verantwortliche Person für die EU: Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße: 214 x 140 x 13 mm
Von/Mit: Scott Bedbury (u. a.)
Erscheinungsdatum: 25.02.2003
Gewicht: 0,307 kg
Artikel-ID: 102903616
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