A New Brand World (Summary)
ebook ∣ 8 Principles for Achieving Brand Leadership in the 21st Century
By Scott Bedbury
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getAbstract Summary: Get the key points from this book in less than 10 minutes.
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, overpromises and overpromotes 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, getAbstract says this is just the book for you to read over your morning cup of coffee from guess who.
Book Publisher:
Copyright © Scott Bedbury, 2002
Used by arrangement with Penguin,
a member of Penguin Group (USA) Inc.
www.penguin.com (1-800-253-6476)
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