in the twenty-first-century marketplace, the companies that will flourish are those that overcome these obstacles by building great brand -- brands that are widely desired, trusted, and enduring. Yet as The Wall Street Journal recently noted, "Branding is one of the hottest trends in business --and one of the most misunderstood." In A New Brand World, Scott Bedbury who help make Nike and Starbuck two of the most successful brand stories of recent years, explains this often mysterious process by setting out the principles that helped these operations grow more than fivefold and established them as leaders in their respective catagories. At the heart of branding process, Bedbury shows, is learning how to transcend the tangible aspects of a commodity, product, or service and create a deeper and more enduring relationship with customers. How did a company like Nike use the "Just do It" campaign to redefine the meaning of sports shoes?. How did Starbucks reinvent a familiar 900-year-old product and change the way people drink coffee? With illuminating anecdote from his own in-the-trenches experiences and dozens of case studies of other winning and failed branding efforts (including those companies like Harley-Davidson, Guinnes, Gap, and Disney). Bradburry offer practical, battle-tested advised. He explains such key concepts as how to make products relevant; how to decide a brand's DNA reveal its essence; how to grow a brand intelligently and responsibly; how to present a brand in a number of different environment without compromising it or diluting its strenth