An absolute awesome read, Scott Bedbury gives his learnings at Nike and Starbucks which, under his watch, became one of the most well known brands in the world. He goes through 8 crucial and distinct principles to achieve brand leadership, but I will yet again condense and give you my top three learnings.
GEM #4: A new brand world
My top three ideas from the book
1. Support innovative products with emotional branding as emotional connections last longer (safety, love, affection, belongingness, esteem and self actualization)
2. Brands are defined by a lifetime of collective experiences and actions... so are WE!
3. Fight for brand stewardship with a CBO (chief branding officer) that will control all aspects of customer experience at every single touch point to ensure brand consistency both internally and externally