A New Brand World

A New Brand World

8 Principles for Achieving Brand Leadership in the 21st Century

eBook - 2012
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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.
Publisher: [S.l.] : Must Read Summaries, [2012]
ISBN: 9782806235015
2806235014
Characteristics: 1 online resource : ill.

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