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A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century - Paperback
$27.00
In stock
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by Scott Bedbury (Author), Stephen Fenichell (Author)
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, 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 for keeping any business at the top of its game.
Author Biography
Scott Bedbury was Senior Vice President of Marketing at Starbucks from 1995 to 1998. Prior to that he spent seven years as head of advertising for Nike, where he launched the "Bo Knows" and "Just Do It" campaigns. He is currently an independent brand consultant and a speaker for the Leigh Bureau.
Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People's Money. His articles have appeared in New York, Men's Journal, GQ, Lear's, Spy, Connoisseur, Condé-Nast Traveler, and Wired.
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Returns & Refunds
Standard U.S. returns are accepted for eligible new, unopened items within 30 days of carrier delivery. Returns are by mail. Customers are responsible for standard return shipping, there is no restocking fee, and standard exchanges are not offered. Once an approved return is received and inspected, the refund is issued to the original payment method within 5 business days. Damaged, defective, or incorrect items are handled at no return-shipping cost to the customer.
Return eligibility is subject to the full policy. Opened, read, or unsealed books with broken seals or visible wear are final sale. Digital downloads, gift cards, and personalized products are non-refundable. Original shipping charges are not refunded for standard returns. Contact us within 7 days of delivery about damaged, defective, or incorrect items.
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