A New Brand World

Today's business world is an intense world, characterized by unrelenting competition, unrelenting technological change, unrelentingly unknowledgeable consumers, and markets that are unrelentingly sensitive to the effects of globalization; thus, having a great product/service is no longer sufficient. If companies are to meet these unrelenting challenges with even a modicum of effectiveness, they must build and manage great enduring brands that are widely desired and trusted. A New Brand World plumbs the author’s practical experience at Nike and Starbucks to reveal inspirational ways companies, large and small, business-to-business, and business-to-consumer, can grow and sustain more desirable, relevant, and enduring brands.