A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century

Bedbury has effectively communicated key branding principles in a practical way. Moreover, his stories from Nike and Starbucks bring the concepts and the importance of a brand to life. A New Brand World is an inspiring and enjoyable read.

Interesting take on Branding by a profesional marketer. You will find great lessons on branding in this book and the author has an important message for companies. However I found myself having a hard time reading this book and imprinting its message clearly in my brain. Here are some of the main take-aways : *Values* Every brand carries deep within itself values from which every branding endeavors should start with. Think "Start with Why" by Simon Sinek. Another way to say it: "Stand for something or you will stand for nothing" *People* "Brands derive their power from people—customers, employees, intermediaries, stakeholders, the press—and the relationships and experiences they have with your company." *Everything Matters* The author speaks about Brand Environmentalism. Everything in the environment of your brand is important: the way your frontline employees dress or speak, the toilet paper in your retail space or the kind of partnership you form. Because everything related to your brand will form the exact perception of that brand in people's mind. *Business for good* Companies have superpowers, among them the power of their brands. They should use them to do more good. Not only it is good for our planet, it's also good for business.

What a great read for a great price, you get a lot of marketing insight on the development of some of the most commonly known brands.

As a 20+ year career marketing professional, I felt like Bedbury was talking to me. My copy is now filled with dog eared pages and notes in the margins. I'm sure I'll reread it from time to time.

A New Brand world is mildly entertaining and provoking. It overdelivers in simple plain language and is easy to read. I finished reading this book within a few hours during my flight. I would highly recommend this book to any advertising, marketing or branding expert. It's really good and easy to comprehend and there are lots of real life situations thrown in as well. Plus I got this book at less than USD 10 ! A real bargain !

Brilliant. This book is the hidden gem of the branding world. Scott's thinking is incredible and useful.

With information about building a strong brand everywhere, Scott Bedbury offers solid, back-to-basics common sense all-too-often forgotten by modern day 'brand gurus.' Recognizing that the customer is and always has been central to a strong brand, Scott removes all the mumbo jumbo and provides a refreshing look back to the future of branding. Emotions, likes, wants, past experiences, aspirations, needs, and positive and negative feelings are all part of your brand. Do you know which brand attributes are most prevalent amongst the PEOPLE in your target market? You cannot "create" the meaning of your brand through advertising, you can only hope to build upon and shape what is already in the mind of your prospects. Do you REALLY know what's on their minds? Put on your Nikes, grab a cup of Starbucks and enjoy this read!

The many things we should do for our brands (and the ones we have to avoid at all costs) are clearly presented in Bedbury's eight brand principles. Instead of using financial models and correlations, Bedbury tells stories of how each one of these things makes the difference on the company's bottom line. His experience at Nike and Starbucks thoughout the entire positioning process before and after these companies became power brands gives him the credibility and the parenthood needed to teach decision-makers about branding.