A New Brand World

A New Brand World is a departure from most business books. It provides entertaining, in the trenches experiences inside Nike and Starbucks at their key inflection points, as well as Scott’s experiences as brand development consultant to Fortune 200 companies and Silicon Valley startups.

A New Brand World gives you the inside story of Nike, Starbucks, and other top brands with sharp commentary and analysis. This is a highly entertaining read, but one with many valuable lessons about how to build and manage strong brands.
— Kevin Lan Keller E.B. Osborn


Whether it be sneakers, coffee, soda, technology, financial services or a web-based business, A New Brand World offers the following principles:

1. Relying on brand awareness has become marketing fool’s gold – smart brands are more concerned with brand relevancy and brand resonance

2. You have to know it before you can grow it – most brands don’t know who they are, where they’ve been and where they’re going

3. Always remember the Spandex rule of brand expansion – just because you can doesn’t mean you should

4. Great brands establish enduring customer relationships that have more to do with emotions and trust than with footwear cushioning or the way a coffee bean is roasted

5. Everything matters – even your restroom

6. All brands need good parents – unfortunately most brands come from troubled homes

7. Big is no excuse for being bad – truly great brands use their superhuman powers for good and place people and principles before profits

8. Relevance, simplicity, and humanity – rather than technology – will distinguish brands in the future