Scott Bedbury of Starbuck's Coffee says that brands only work for some product categories and that firms must ensure that they are in the correct category before expending funds in branding efforts.

Question

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Scott Bedbury, who played a significant role in the branding efforts of Starbucks Coffee, believes that strong brands can be built in any category. His work emphasizes the importance of branding across various product categories, not limiting the power of branding to specific ones.

Scott Bedbury of Starbuck's Coffee Says That Brands Only Work