A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. (Nonfiction).(Brief Article)

SCOTT BEDBURY WITH STEPHEN FENICHELL. Viking, $25.95 (288p) ISBN 0-670-03076-7

Bedbury, who headed advertising and marketing divisions for Nike and Starbucks during their phenomenal growth, coaches on establishing a memorable brand in this appealing, well-organized guide Observing consumers overwhelmed by countless choices, he argues that now's the time to build a brand that evokes trust from its customers. "Unless your brand sands for something, it stands for nothing," he declares, as he explains methods for companies big and small to articulate their essence and ethos (their "genetic code" in Bedbury's catchy parlance) to core customers, potential customers and …