Branding A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century and other articles
Amazon.com: Books: Amazon.com: Books: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century: "Bedbury, who headed advertising and marketing divisions for Nike and Starbucks during their phenomenal growth, coaches on establishing a memorable brand in this appealing, well-organized guide. Observing consumers overwhelmed by countless choices, he argues that now's the time to build a brand that evokes trust from its customers. 'Unless your brand stands for something, it stands for nothing,' he declares, as he explains methods for companies big and small to articulate their essence and ethos (their 'genetic code' in Bedbury's catchy parlance) to core customers, potential customers and employees. The inside stories on Nike and Starbucks constitute the bulk, but Bedbury elaborates his belief that 'the brand is the sum total of everything a company does' with lively anecdotes from the experiences of Harley-Davidson, Microsoft and others. To Bedbury, brands have not only a genetic code but also karma. As strongly as he emphasizes the need to develop growth strategies that spring organically from a brand's core, he also believes that successful brands respect or meet customers' emotional needs."brandchannel.com | search | result | travelArticles and debate re travel and branding inc review of guidebook brands
brandchannel.com | Brand Marketing for a Demand Responsive World | Ray Podder: "The point is to build your brand marketing strategy around the needs of your customer first; everything else will naturally follow."
posted by Jen @ 11:35 am
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