Author Scott Bedbury has been a part of building some of the world's most recognizable brands. As part of the marketing team at Nike during the 80's, he tells the story of how the athletic shoe manufacturer broadened their scope of products while working with little-known ad agency Wieden+Kennedy and developed the iconic slogan "Just Do It". After moving on to a small chain of coffee shops in the 90's, Bedbury illustrates how he used his past experience with Nike to help expand Starbucks into the mega-brand we know of it today.
This book is chock-full of case studies from past and present, successes and failures, to illustrate many of Bedbury's points. A New Brand World is a great read for students breaking into the field of marketing/advertising as well as seasoned industry vets.