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About This Book
The must-read summary of Scott Bedbury's book: `A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century`.
This complete summary of the ideas from Scott Bedbury's book ` A New Brand World` shows that a strong set of brand values can be a company’s most important asset. In their book, the authors outline eight principles for 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.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read `A New Brand World` and find out how to create a solid 21st century brand based on values.
Frequently asked questions
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Summary of A New Brand World (Scott Bedbury)
Principle #1: Brands need to be more concerned about relevancy and resonance than awareness.
Main Idea
Supporting Ideas
- By offering mass customization – a broad array of niche products which customers can choose from to create the product just the way they want it.
- By staying at the cutting edge – either by obsoleting their own products with successive generations of better products (Intel) or by continually bringing out new and better products which advance the state-of-the-art (Nike).
- By constantly reinventing and refreshing themselves – so that no matter which way consumer tastes are moving, the brand will still remain in sync with consumer tastes.
- By consistently evolving marketing communications – to match changes which are occurring in the consumer marketplace constantly. That way, the marketing never wears out its welcome.
- Strong brands build up a reservoir of public goodwill which can enable companies to ride out the inevitable rough sports which crop up from time to time.
- Products and services will come and go, but if customers have a great experience with any specific brand, they will be predisposed to do more business in the future.
- Brands are living concepts that reside in the minds of the customer. A brand is no more than a composite of all the experiences and interactions with that business. And since brands are living concepts, some elements that go into them are purely emotional and often irrational.
- Brands have “karma” – they set themselves apart from the mainstream by making people feel good.
Key Thoughts
“Even the best advertising cannot create something that is not there. If a company lacks soul or heart, if it doesn’t understand the concept of the ‘brand’, or if it is disconnected from the world around it, there is little chance that its marketing will resonate deeply with anyone. It’s a lot like putting lipstick on a pig.”
“The best brands never start out with the intent of building a great brand. They focus on building a great – and profitable – product or service and an orga...
Table of contents
- Title page
- Book Presentation
- Summary of A New Brand World (Scott Bedbury)
- About the Summary Publisher
- Copyright