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"I was always puzzled by the fact that people have a great deal of trouble and pain when and if they are forced or feel forced to change a belief or circumstance which they hold dear. I found what I believe is the answer when I read that a Canadian neurosurgeon discovered some truths about the human mind which revealed the intensity of this problem. He conducted some experiments which proved that when a person is forced to change a basic belief or viewpoint, the brain undergoes a series of nervous sensations equivalent to the most agonizing torture."
- Sidney Madwed
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ZIN Product Number: 10172073
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| | | |  | | | Product Details
 Format: Hardcover, 220 pages
Publisher: Viking Penguin
ISBN: 0670030767
Release Date: Jan 2, 2003
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 | | | | | Be the first to rate this book! Number of Reviews: 0
| | | |  | | | The Word On The Street
I know the brand literature cold--and most of it leaves me cold. This book is different. This author is different. This is a wise book, a collection of great stories about creating the greatest story of all--a 'brand story' that is true and compelling and that persists. This is not a 'quick read'--it is a book to savor and discuss with best friends and colleagues. Great brands are about who we are--how we communicate our essence, our character. Bravo, Scott! Now I understand why you are perhaps the greatest brand maven of our time.-- Tom Peters —Tom Peters
In the annals of branding, nobody has done as much or knows more than Scott Bedbury. Here's a guy who's 'just done it' at Nike and taught Starbucks how to think outside the cup. If you want to learn how to build a great brand in this New Brand World, read this book.--Alan M. Webber, founding editor, Fast Company —Alan M. Webber
Through his leadership at Nike and Starbucks, Scott Bedbury redefined the consumer-brand relationship informed by consumer insights that were missed by everyone else, and that more established companies are now just catching up to.Scott is an important partner in our redesign of marketing at The Coca-Cola Company.--Stephen C. Jones, chief marketing officer, The Coca-Cola Company —Stephen C. Jones
I don't think there is anyone in the world who knows more about strong 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 right side humming, and my brand mojo working!--Kevin Lane Keller, E. B. Osborn Professor of Marketing, Amos Tuck School of Business —Kevin Lane Keller
| |  | | | | Acknowledgments | | | Introduction: Confessions of a Brand Fool | | | 1 | All Aboard the Brandwagon | 1 | | 2 | Cracking Your Brand's Genetic Code | 23 | | 3 | Building Brandwidth | 61 | | 4 | Show Some Emotion | 87 | | 5 | Brand Environmentalism | 107 | | 6 | Brand Leadership | 137 | | 7 | Branding and the Corporate Goliath | 163 | | 8 | Brand Future | 183 | | Index | 213 |
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Brand name products, New products, Management, Business / Economics / Finance, Business & Economics, Marketing - General, Advertising & Promotion, Leadership, Management, New products, Brand name products, Management, New products, Brand name products
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