11-Oct-03 4:00 PM CST

Why Relying on Brand Awareness Is Marketing Fool's Gold

Co-host Brad Forsythe interviews Scott Bedbury, author of A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. Scott Bedbury drove two of the most visibly successful brand strategies in recent business history: Nike’s “Just Do It” campaign and Starbucks’ reinvention of the coffee category. His new book A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century explains how to apply the principles that grew these companies more than fivefold and established their trademarks as leaders in their categories. Within a few weeks of joining the Nike, Bedbury and the company’s agency Wieden and Kennedy created the Just Do It campaign. In the seven years that followed, Bedbury helped Nike expand the Nike brand franchise to include a wide range of consumers, most notably bridging the brand gap to include women. In 1998 Bedbury established Brandstream, a global brand development consulting practice. Clients include Coca Cola, Disney, the Limited, Levi Strauss, Merck and several technology companies, most notably Tellme Networks and MySimon, now a division of CNET.

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