A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century

Rating:
Summary: Back-to-basics wisdom
Review: With information about building a strong brand everywhere, Scott Bedbury offers solid, back-to-basics common sense all-to-often forgotten by modern day 'brand gurus'. Recognizing that the customer is, and always has been, central to a strong brand, Scott removes all the mumbo jumbo and provides a refreshing look back to the future of branding. Emotions, likes, wants, past experiences, aspiriations, needs, and positive and negative feelings are all part of your brand. Do you know which brand attributes are most prevalent amongst the PEOPLE in your target market?

You cannot "create" the meaning of your brand through advertising, you can only hope to build upon and shape what is already in the mind of your prospects. Do you REALLY know what's on their minds?

Put on your Nikes, grab a cup of Starbucks and enjoy this read!