Bedbury notes about Brand Management...

• 'It takes time to create a great brand, and it is the result of the best product, combined with the best people.'
• a successful brand is not the result of a clever advertising tagline alone...the company name should become loaded with intangible qualities, which ensure it will become a great brand
• 'The internet has made companies realise they are totally transparent - one email from a disgruntled journalist can be made available to the world's media. Companies now have to focus on their core values, as customers have access to all sorts of information to help them make a decision - from consumer watchdog reports, to competitors' prices'

Bedbury is Brand Architect who was responsible for Nike's Just Do It campaign and the emergence of the Starbucks.