A New Brand World
Eight Principles for Achieving Brand Leadership in the Twenty-First Century
Summary:
The book outlines eight essential principles for building a strong, enduring brand, drawing on the author's experiences with companies like Nike and Starbucks. It emphasizes the importance of authenticity, storytelling, and emotional connections, providing insights and strategies for creating a successful brand in the modern marketplace.
Key points:
1. Brand Essence: Bedbury highlights the importance of a brand's unique emotional connection with customers, beyond logos or slogans. This core identity must guide all brand actions for lasting leadership.
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