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A New Brand World

Scott Bedbury and Stephen Fenichell

In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in ...

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A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century

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A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century

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Length: 244 pages

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