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'A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century' by Scott Bedbury with Stephen Fenichell (contributor) Penguin Group; New York; 2002; ISBN 0 670 03076 7; 240pp; hardback; $24.95
There are certainly many books out there about the rules or 'how to' of branding. This book is different from so many of the other books. It is useful from two perspectives. On the more basic level, Bedbury lists eight principles for building and maintaining brand leadership. He cites examples from both Nike and Starbucks, two successful brands he has helped to develop. The stories told by Bedbury do an excellent job of illustrating his point while making the book a very interesting read.
The reviewer's company recently launched a new business model and a new brand which he had the honour of leading. He found this book after the company had launched the brand. Fortunately, the company got most of it right, according to the book. Nevertheless, the book provides a useful thought-provoking tool as the brand is taken forward.
A key thread throughout the book is building and maintaining brand relevance and resonance rather than focusing on brand awareness. One has to start with the basis that the product or service has relevance to the end customer. This is a truth for everyone. A brand that does not represent a relevant product or service is destined to fail. As pointed out in the book, it is clearly important to understand one's customers and a brand's relevance to them. With this understanding, one can begin to communicate with customers....