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Title: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury, Stephen Fenichell ISBN: 0-670-03076-7 Publisher: Viking Press Pub. Date: 28 February, 2002 Format: Hardcover Volumes: 1 List Price(USD): $24.95

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Average Customer Rating: 4.43 (21 reviews)

Rating: 5
Summary: This may be the best book on branding ever written
Comment: I have read dozens and dozens of books on branding. They are largely worthless drivel. I have taught marketing, pr and advertising for 20 years in addition to owning and running an agency for eleven years. This is the best book on branding I have ever read by far. A New Brand World is well written, insightful and filled with brilliant examples of how it is actually done by a master.

If you care about branding you must read this book. I gave a copy to every employee in my agency.

I'd give it six stars but they won't let me.

Rating: 3
Summary: BRANDING, FOR EXECUTIVES. READ IT FOR THE CASE STUDIES.
Comment: It is difficult to review a book that one has enjoyed reading and then say that it was not up to the mark (in terms, of course, of only my expectations.)

No doubt that Scott Bedbury's work is a fast paced read, his writing is lucid and quite frequently quotably light-hearted. There is a lot of material here for people in larger corporations or even general marketing folks. And where Bedbury truly shines is in the case studies he presents in the 8 chapters.

But if, like me, you set off on this book looking for some newfangled insights into the world of branding, this is not the book for you. The title claims to proffer "8 principles". Let's face it -- at the end of the day, principles are not that hard to create, and this becomes quite clear when you reach the end of the book and wonder if you have learnt something new.

But I am being unfairly critical. From his style, it seems an approachable business book was precisely what Bedbury's intended?

As a comprehensive introduction to the field of branding, I'd recommend "Strategic Brand Asset Management" by Keller. For a discussion of some innovative yet reasonable forms of brand creation, especially on a shoestring, I'd usually point to a PR related book or "60-minutes Brand Strategist."

But as a business book, to be read by executives on a plane and have ample to talk about, or as a non-technical introduction for neophytes to the branding industry who place less emphasis on a structured analytical framework and are more interested in a soft springboard into the field, "Emotional Branding" and this book from Bedbury are pretty near the top of my list of recommendations.

Good stuff, if you aren't expecting a summary of last decade's JCR.

Rating: 5
Summary: Plain cliche and nothing new
Comment: This is a rather disappointing book with no more real insight on how to build a brand than is available elsewhere. That Mr. Bedbury was instrumental in developing both Nike and Starbucks brands is beyond dispute. He has done it--twice. However I found little in the way of advice for smaller companies that do not have the resource. Many brands are build today not using a large marekting budget. Google and Starbucks etc. I prefer 60-Minute Brand Strategist by Idris Mootee, a very interesting book on brand strategy with some unconventional thinking. I guess tha because the author's background is a strategy consultant rather than an ad agency or marketing executive.

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