New Brand World: Amazon.ca: Scott Bedbury: Books

Product Description

From Library Journal

Senior vice president at Starbucks in the mid-1990s, Bedbury should know all about branding. Here are his secrets.
Copyright 2001 Reed Business Information, Inc.

From Booklist

Bedbury, a brand consultant who has held marketing and strategic positions for major corporations, offers a firsthand analysis of brands: how to develop their full potential and build lasting value. The authors' goal is to serve as a catalyst for improving the way businesses interact with the world around them. Branding is about taking something common and improving it in ways that make it more valuable and meaningful (for example, coffee as Starbuck's sells it). Branding principles that are developed include how to define and protect your own brand's DNA, how to establish lasting emotional ties with your customers that transcend your product or service, how to become a protagonist for something timeless and valuable, and how to make your brand values pervasive in your organization. The authors also stress the importance of companies, especially large companies, to becoming good corporate citizens and call on them to "use your superhuman powers for good." This book contains valuable insight into brand management. Mary Whaley
Copyright © American Library Association. All rights reserved

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Customer Reviews

23 Reviews

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Average Customer Review

4.4 out of 5 stars (23 customer reviews)

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4.0 out of 5 stars Halifax Chamber of Commerce Book Club, Mar 18 2005

By

Kenneth Young "Slooow Foot" (Greenville, WI) - See all my reviews
(REAL NAME)

This review is from: New Brand World (Hardcover)

What's It About
The book takes the importance of branding to a new depth as it raises awareness of how a matured brand and its genetic makeup create an ever lasting experience between a business and it customers. It places much emphasis on the author's experience in the world of big business, so we caution readers that it has no mention of small business. It is a set of principles that can help improve a company's brand beyond a logo and letterhead. The author explains how a brand lends itself to everything from the day to day operations of a business right down to the smallest detail. A brand cannot be defined by any one thing. Whether a brand is built unwittingly or purposely, it can be subject to criticism, dilution, or it may achieve greatness. This book gives many examples of the principles he presents, giving a lasting experience and emphasizing the gravity of each principle.

Overall
The author is at the top of his vocation. He shares an insider's view of a decade spent developing both the "just do it" brand with Nike and helping Starbucks become an internationally known coffee experience. It was disappointing in the lack of examples of building brands in SME's and largely represents only one viewpoint. The members felt that it was a worth while read and they recommend it to others with the warning that this does not place any emphasis on SME. It gives valuable principles and important examples for building a brand that can evolve over time with a business's beliefs and values. The book was creative, sustaining, and it maintained the interest of our readers.

Style
The book was very well written and the principles flowed in an intuitive manner. It is not a handbook or guide to building and implementing a brand, but an overview of the principles involved in developing and nurturing a brand that delivers the essence of a company. The book clarified what a brand is for those members with limited knowledge in the area and included many stories on household names and their pursuit to stay on top.

Applicability to the Workplace
Even though this book focused on larger corporations, the information is valuable for organizations of all sizes and everyone felt that they will remember the book for years to come. The book explained the thought process behind building a great brand and stressed the importance of having a brand no matter the size. Everyone and everything has a brand, figuring out what the brand is and how it is to be executed successfully is another story. The book helps to raise and answer some of these questions, and its principles provide a foundation for building and maintaining a solid brand.

Rating
The opinion of the book and its rating did not vary much. Everyone gave it a credible value and the team felt it was one of the top books on branding. The club gave an overall rating of 7.9.

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5.0 out of 5 stars Packed With Knowledge!, Jun 3 2004

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Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(TOP 500 REVIEWER) (REAL NAME)

This review is from: New Brand World (Hardcover)

This pretty good book about brands and brand management is not as neat and orderly as the subtitle suggests - the so-called "8 principles" are rather vague meandering digressions. But the digressions are immensely entertaining and even educational. Learning how Nike and Starbucks handle marketing is quite worthwhile. Of course, the author oversimplifies, over-promises and over-promotes himself. But what do you expect of a marketing maven? The book's big virtue is that it repeatedly reinforces the fact that brand building boils down to having the common sense to think first about what you are trying to accomplish, and then set about doing it without getting distracted. How simple to say, how hard to do. If you want to try, we say this is just the book for you to read over your morning cup of coffee from guess who.

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5.0 out of 5 stars This may be the best book on branding ever written, Nov 26 2003

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The Fret Genie "22152" (Minneapolis, MN USA) - See all my reviews

This review is from: New Brand World (Hardcover)

I have read dozens and dozens of books on branding. They are largely worthless drivel. I have taught marketing, pr and advertising for 20 years in addition to owning and running an agency for eleven years. This is the best book on branding I have ever read by far. A New Brand World is well written, insightful and filled with brilliant examples of how it is actually done by a master.

If you care about branding you must read this book. I gave a copy to every employee in my agency.

I'd give it six stars but they won't let me.

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3.0 out of 5 stars BRANDING, FOR EXECUTIVES. READ IT FOR THE CASE STUDIES.
It is difficult to review a book that one has enjoyed reading and then say that it was not up to the mark (in terms, of course, of only my expectations. Read more

Published on Oct 14 2003 by Shashank Tripathi