Scott Bedbury is a well known global brand specialist who used to be marketing chief for Nike and Starbucks. Currently, he is the CEO of Brandstream, an independent brand development consultancy.
The 8 Principles for Achieving Brand Leadership as explained in Bedbury’s book A New Brand World are:
Principle 1: Relying on brand awareness has become marketing fool’s gold.
Principle 2: You have to know it before you can grow it.
Principle 3: Just because you can doesn’t mean you should.
Principle 4: Transcend a product-only relationship with your customers.
Principle 5: Everything matters.
Principle 6: All brands need good parents.
Principle 7: Big doesn’t have to be bad.
Principle 8: Relevance, simplicity, and humanity – not technology – will distinguish brands in the future.
The book A New Brand World – 8 Principles for Achieving Brand Leadership in the 21st century was co-written with Stephen Fenichell.
