a new brand world
In his book "A New Brand World" (New York 2002), Scott Bedbury tells about his work at Nike and Starbucks and also gives his evaluation of the brand strategies of a range of other companies, with the predictable result: Harley Davidson "Good", Microsoft "Bad".
We all have our heroes. In the world of brands, the heroes are called things like Nike, Coca-Cola, Virgin, Harley Davidson, McDonald's, Starbucks, Gap, etc.
Who aren't familiar with "Just do it" and Nike's swoosh? Along with a range of other elements they make up the brand that has been crucial for bringing Nike to the spearhead position it enjoys in today's market.
Or take a project like coffee beans. Who dares guess how many cups of terrible coffee are drunk worldwide each day? A company that has made it its cause to eradicate 'terrible coffee' is Starbucks, and they have in something resembling record time gone from being a small, local shop in north-western USA to become one of the world's leading brands. Coffee hasn't become particularly better in futurist circles, but the story of Starbucks has shown how a visionary company can turn a market upside down and start a wave that focuses on other parameters than "four for a tenner".
Nike and Starbucks have many things in common, including that their brands were developed by Scott Bedbury, author of "A New Brand World". Bedbury was with Nike for seven years and was the man who in co-operation with Phil Knight laid the foundation for "Just do it" and hence Nike's upswing through the 1990s. In 1995, Bedbury went to Starbucks where he through four years did his part to make the Starbucks brand global. Since 1998, Bedbury has worked as a consultant and is today advisor for e.g. Coca-Cola.
In "A New Brand World", Bedbury tells of his work at Nike and Starbucks and also gives his evaluation of the brand strategies of a range of other companies, with the predictable result: Harley Davidson "Good", Microsoft "Bad".
All in all, you have to be humble.
We all have our heroes. In the world of brands, the heroes are called things like Nike, Coca-Cola, Virgin, Harley Davidson, McDonald's, Starbucks, Gap, etc.
Who aren't familiar with "Just do it" and Nike's swoosh? Along with a range of other elements they make up the brand that has been crucial for bringing Nike to the spearhead position it enjoys in today's market.
Or take a project like coffee beans. Who dares guess how many cups of terrible coffee are drunk worldwide each day? A company that has made it its cause to eradicate 'terrible coffee' is Starbucks, and they have in something resembling record time gone from being a small, local shop in north-western USA to become one of the world's leading brands. Coffee hasn't become particularly better in futurist circles, but the story of Starbucks has shown how a visionary company can turn a market upside down and start a wave that focuses on other parameters than "four for a tenner".
Nike and Starbucks have many things in common, including that their brands were developed by Scott Bedbury, author of "A New Brand World". Bedbury was with Nike for seven years and was the man who in co-operation with Phil Knight laid the foundation for "Just do it" and hence Nike's upswing through the 1990s. In 1995, Bedbury went to Starbucks where he through four years did his part to make the Starbucks brand global. Since 1998, Bedbury has worked as a consultant and is today advisor for e.g. Coca-Cola.
In "A New Brand World", Bedbury tells of his work at Nike and Starbucks and also gives his evaluation of the brand strategies of a range of other companies, with the predictable result: Harley Davidson "Good", Microsoft "Bad".
All in all, you have to be humble.