Praise for What Great Brands Do
"With her finger on the pulse of today''s competitive business
landscape, Denise Lee Yohn knows more than most how to create,
sustain, and leverage a great brand. Her writing style coaches
readers in a warm and conversational way as she offers
up-to-the-minute advice, inspiring examples of organizations that
have done it right, and cautionary tales of some who haven''t. If
you care about building your brand to grow your business, you
can''t afford not to read What Great Brands Do by
Denise Lee Yohn."
-Ken Blanchard, coauthor, The One Minute
Manager and TrustWorks!
"Every leader-from CEOs and CMOs to start-up entrepreneurs-will
find Denise''s seven brand-building principles inspirational and
immediately useful. I wish Denise had written What Great Brands
Do five years earlier-I would have made it required reading
for all P&G brand builders!"
-Jim Stengel, former global marketing officer,
P&G, and author, Grow
"The Internet has resulted in an explosion of options for
consumers, and never before have brands and branding been more
vital to the future of a commercial enterprise. Denise Lee Yohn has
bottled the elixir of brands and the magic behind brands in this
-Om Malik, founder, GigaOM
"Denise Lee Yohn beautifully highlights some of the most beloved
brands and how they''ve separated themselves from the rest by
creating an emotional connection between the organization and its
stakeholders. When employees, vendors, customers, and the community
feel like a part of the brand, that''s when the magic
-Kip Tindell, chairman and CEO, the Container
"The seven brand-building principles of What Great Brands
Do represent a provocative view of branding. You will look at
brand building with new eyes."
-David Aaker, vice-chairman, Prophet, and author,
"Chock full of astute insights, compelling case studies, and
practical tools, What Great Brands Do demystifies the
brand-building process and shows business leaders how to revitalize
and strengthen their brands."
-John Gerzema, executive chairman, BAV Consulting,
and coauthor, New York Times bestseller The Athena
Doctrine and The Brand Bubble