{"product_id":"a-levis-story-9798892792189","title":"A Levi's Story","description":"\u003cp\u003e\u003cb\u003eLevi's former CEO—who joined the company after a 28-year career at Procter \u0026amp; Gamble, where dozens of his direct reports became CEOs of other companies—shares how to build great brands and ignite growth.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eLevi's was lost. For more than a decade, the company that changed how the world dressed had been stagnating—at one point near bankruptcy—as its iconic product, 501 jeans, faded into a nostalgic relic amid more-fashionable competitors.\u003c\/p\u003e\u003cp\u003eFast-forward to today. Levi's are back and just about everywhere, from college campuses and concerts to workplaces and red carpets. Influencers style them. Taylor Swift sings about them, and Beyoncé and Post Malone's hit \"Levii's Jeans\" compares them to a lover's hug. To paraphrase \u003ci\u003eBritish Vogue\u003c\/i\u003e, the jeans beloved by James Dean, Marilyn Monroe, Bruce Springsteen, and Kurt Cobain, as well as presidents and protestors, are once again part of the culture, worn by style icons like Hailey Bieber and Kendall Jenner, as well as moms and dads.\u003c\/p\u003e\u003cp\u003eThis is the inspiring, instructive story of Levi's resurgence, from the CEO who led it.\u003c\/p\u003e\u003cp\u003eChip Bergh was a die-hard Levi's fan when he was tapped to be CEO thanks to his track record leading successful brands at P\u0026amp;G. In this brisk narrative, he reveals the most consequential decisions and the six timeless tenets of what he coins \"brand-driven leadership\" that fueled Levi's revival: origin stories matter; the brand \u003ci\u003eis\u003c\/i\u003e the business; marketing is an investment, not an expense; be customer obsessed; control how the brand shows up; and play the long game.\u003c\/p\u003e\u003cp\u003eWith rich storytelling and actionable insights, Bergh shows how universal leadership principles returned Levi's to relevance, as he surprises readers with fun facts about the history of the company that introduced denim jeans to the world.\u003c\/p\u003e\u003cp\u003eFor any leader facing crucial strategic choices, and anyone who loves jeans, \u003ci\u003eA Levi's Story\u003c\/i\u003e is a compelling narrative and a vital resource to start, build, or revive brands and unlock growth.\u003c\/p\u003e","brand":"Chip Bergh","offers":[{"title":"Default Title","offer_id":49022297211131,"sku":"9798892792189","price":31.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0779\/3917\/9771\/files\/CoreSourceHub_f6310bf7-b83c-44a6-ad93-5f10e88e2be8.jpg?v=1782924148","url":"https:\/\/indiepubs.com\/products\/a-levis-story-9798892792189","provider":"IndiePubs","version":"1.0","type":"link"}