Branding | Marketing | Corporate Social Responsibility Stephen Fenichell is a New York-based author and business consultant and co-author of A New Brand World: Eight Principles For Achieving Brand Leadership in the 21st Century, with former Nike and Starbucks brand manager Scott Bedbury (Viking Press, April 2002). He is also the co-author of Passport To Profits: Why The Next Investment Windfalls Will Be Found Abroad--and How To Grab Your Share (Warner Books 1999) with Templeton Emerging Markets Funds manager Mark Mobius and the sole author of Plastic: The Making Of A Synthetic Century (HarperCollins 1996). An acknowledged expert on brand building and brand development, Mr. Fenichell is the co-author of What Matters Most: How A Small Group of Pioneers Is Teaching Responsibility to Big Business, and Why Big Business Is Listening with 7th Generation CEO Jeffrey Hollender (Basic Books 2004), an acclaimed history of the international socially-responsive business movement that traces the development of the first socially-responsible brands. Stephen Fenichell has also collaborated with noted brand guru Erich Joachimsthaler (co-author of the seminal brand text Brand Leadership with David Aaker) on Hidden In Plain Sight: How To Find and Executive Your Company's Next Big Growth Strategy (Harvard Business School Press 2007) and with emerging markets pioneer Antoine Van Agtmael on The Emerging Markets Century: How A New Breed of World-Class Companies is Overtaking the World (Free Press 2007), which traces the rapid development of a group of world-class brands, including Samsung, Hyundai, Televisa and Cemex, out of the cutting-edge competition of the former Third World. As an editorial and business consultant Mr. Fenichell has worked with McKinsey partner Richard N. Foster on Creative Destruction (Doubleday Currency 2001), Release 2.0 with Internet expert Esther Dyson (Broadway Books 1998), and Enterprise.com with Lotus Corporation CEO Jeffrey Papows (Perseus Books 1998). Stephen Fenichell's feature articles on business, specializing in marketing and branding, have appeared in Business 2.O, New York, Men's Journal, Forbes/FYI, Met Home, and GQ. His most recent articles for Business 2.0 focused on Pepsi's brand repositioning using Britney Spears, Yahoo's creation of a fiction "voice persona" to engage the attention of the youth market, and Showtime's successful use of a Web based marketing campaign to create buzz around the premier the award-winning Queer as Folk cable series. He has also written for Newsweek International on the grass roots marketing efforts used by the producers of The Blair Witch Project to generate excitement in the youth market prior to the film's launch. Mr. Fenichell has been interviewed on CNBC's Before the Bell, the History Channel's Modern Marvels, ABC-TV and other media for promotional appearances involving his work, and has been an on-air commentator on popular culture for the Canadian Broadcasting Corporation.
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