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This work offers a summary of the book «A NEW BRAND WORLD: 8 Principles for Achieving Brand Leadership in the 21st Century» by Scott Bedbury.
Scott Bedbury is the CEO of Brandstream, a global brand development consulting practice. Before that, he was senior vice president of marketing at Starbucks, easily one of the most recognisable brands in the world. A strong set of brand values can be a company's most important asset. They allow a company to distinguish itself from competitors and to gain the trust and loyalty of its clients over a period of time. Bedbury talks about a brand being like a company's conscience. It needs to be relevant, consistent and coherent. But more importantly, it needs to be cared for and brought to life by humans who care about its future and longevity.
This summary of A New Brand World outlines eight principles to creating a solid 21st century brand, giving useful and well-known industry examples to highlight the main points. An impressive amount of information has been condensed into this neat and digestible format, making it a great guide for anyone looking to build a memorable brand for the 21st century, whether you are building on existing foundations or starting entirely from scratch.
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