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

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

What does it really take to succeed in business today? 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 their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning-and failed-branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

What America Owes the World: The Struggle for the Soul of Foreign Policy

What America Owes the World: The Struggle for the Soul of Foreign Policy Review

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For two hundred years, Americans have believed that they have an obligation to improve the lot of humanity, a belief that has consistently shaped U.S. foreign policy. Yet within this consensus, there are two competing schools of thought: the "exemplarist" school (Brands' term) which holds that what America chiefly owes the world is the benign example of a well-functioning democracy, and the "vindicationist" school which argues that force must sometimes supplement a good example. In this book, H.W. Brands traces the evolution of these two schools as they emerged in the thinking and writing of the most important public thinkers of the past two centuries.

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Rerate Products

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• Habits of Empire: A History of American Expansion

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Jul 05, 2011 07:19:44