A New Brand World

In the twenty-first-century marketplace, the companies that will flourish are those that build great brands - brands that are widely desired, trusted, and enduring. In A New Brand World, acclaimed marketing consultant Scott Bedbury explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning and failed branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice. Inspiring, visionary, and engaging, A New Brand World is an indispensable guidebook to keep any business at the top of its game.