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 book."
—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 happens."
—Kip Tindell, chairman and CEO, the Container Store
"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, Brand Relevance
"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