In Brand New, business historian Nancy Koehn introduces us to six extraordinary leaders of brand creation--Josiah Wedgwood, Henry Heinz, Marshall Field, Estee Lauder, Howard Schultz, and Michael Dell. According to Koehn, these entrepreneurs understood the profound effects that socioeconomic change has on what customers want, have, and can afford as well as on what companies make. They were masters at exploiting the enormous business opportunities created by these demand-side shifts. Koehn draws from their diaries, correspondence, interviews, and official business records to demonstrate how each used his or her brand as a strategic tool to create elite companies and organizational capabilities that supported their connections with customers and helped make new markets for their offerings. Distilling critical lessons for businesses operating in both the traditional and on-line worlds, Brand New will convince every entrepreneur of the remarkable power of brands to transform start-ups, gain competitive advantage, and change lives.

Subjects Covered:
Brand equity, Brand management, Brands, Business & government, Business history, Business marketing, General management, Product management.