“For every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments overheard in a hallway, or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can’t entirely control a brand. At best you can only guide and influence it.”
Quote by Scott Bedbury
Work
A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century
A New Brand World delves into the complexities of brand leadership, presenting eight key principles that are essential for brands to thrive in the current economic landscape. The book examines the evolving nature of consumer preferences and market trends, offering strategies for brands to establish a competitive edge. It is a comprehensive guide for professionals in marketing, advertising, and brand management, aiming to enhance their understanding of the challenges and opportunities in the modern business environment. more
Author
Scott Bedbury
Scott Bedbury is a renowned marketing strategist and brand consultant, best known for his work at The Coca-Cola Company. He has extensive experience in brand building, marketing, and advertising strategies, and has held senior management positions in multiple industries. more