A must read for brand professionals
An easy and relevant read from a real brand expert. I loved reading the inside stories of top brands. Bedbury has a unique insider voice that makes it easy to understand and clear what we must do.
A really delightful read
A New Brand world is mildly entertaining and provoking. It overdelivers in simple plain language and is easy to read. I finished reading this book within a few hours during my flight. I would highly recommend this book to any advertising, marketing or branding expert. It's really good and easy to comprehend and there are lots of real life situations thrown in as well. Plus I got this book at less than USD 10 ! A real bargain !
Halifax Chamber of Commerce Book Club
What's It About
The book takes the importance of branding to a new depth as it raises awareness of how a matured brand and its genetic makeup create an ever lasting experience between a business and it customers. It places much emphasis on the author's experience in the world of big business, so we caution readers that it has no mention of small business. It is a set of principles that can help improve a company's brand beyond a logo and letterhead. The author explains how a brand lends itself to everything from the day to day operations of a business right down to the smallest detail. A brand cannot be defined by any one thing. Whether a brand is built unwittingly or purposely, it can be subject to criticism, dilution, or it may achieve greatness. This book gives many examples of the principles he presents, giving a lasting experience and emphasizing the gravity of each principle. Overall
The author is at the top of his vocation. He shares an insider's view of a decade spent developing both the "just do it" brand with Nike and helping Starbucks become an internationally known coffee experience. It was disappointing in the lack of examples of building brands in SME's and largely represents only one viewpoint. The members felt that it was a worth while read and they recommend it to others with the warning that this does not place any emphasis on SME. It gives valuable principles and important examples for building a brand that can evolve over time with a business's beliefs and values. The book was creative, sustaining, and it maintained the interest of our readers. Style
The book was very well written and the principles flowed in an intuitive manner. It is not a handbook or guide to building and implementing a brand, but an overview of the principles involved in developing and nurturing a brand that delivers the essence of a company. The book clarified what a brand is for those members with limited knowledge in the area and included many stories on household names and their pursuit to stay on top. Applicability to the Workplace
Even though this book focused on larger corporations, the information is valuable for organizations of all sizes and everyone felt that they will remember the book for years to come. The book explained the thought process behind building a great brand and stressed the importance of having a brand no matter the size. Everyone and everything has a brand, figuring out what the brand is and how it is to be executed successfully is another story. The book helps to raise and answer some of these questions, and its principles provide a foundation for building and maintaining a solid brand. Rating
The opinion of the book and its rating did not vary much. Everyone gave it a credible value and the team felt it was one of the top books on branding. The club gave an overall rating of 7.9.
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