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Review title: Bedbury's experience at Nike & Starbucks proves valuable
Product review: The many things we should do for our brands (and the ones we have to avoid at all costs) are clearly presented in Bedbury's eight brand principles. Instead of using financial models and correlations, Bedbury tells stories of how each one of these things makes the difference on the company's bottom line. His experience at Nike and Starbucks thoughout the entire positioning process before and after these companies became power brands gives him the credibility and the parenthood needed to teach decision-makers about branding.
