What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest

Hardcover | January 7, 2014

byDenise Lee Yohn

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Discover proven strategies for building powerful, world-class brands

It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy.

  • Reveals the seven key principles that the world's best brands consistently implement
  • Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands
  • Provides tools and strategies that organizations can start using right away

Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

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From the Publisher

Discover proven strategies for building powerful, world-class brandsIt's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and princip...

From the Jacket

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 th...

Denise Lee Yohn is an in-demand consultant and speaker with more than twenty-five years of experience helping organizations take their brands to new heights. She developed her innovative brand-building philosophy while working with such companies as Burger King, Frito-Lay, Land Rover, and Sony. An influential writer and speaker, Yohn h...

other books by Denise Lee Yohn

Format:HardcoverDimensions:272 pages, 9.3 × 6.3 × 1 inPublished:January 7, 2014Publisher:WileyLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:111861125X

ISBN - 13:9781118611258

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Extra Content

Table of Contents

Introduction 1

1 Great Brands Start Inside 19

2 Great Brands Avoid Selling Products 47

3 Great Brands Ignore Trends 71

4 Great Brands Don’t Chase Customers 99

5 Great Brands Sweat the Small Stuff 125

6 Great Brands Commit and Stay Committed 155

7 Great Brands Never Have to “Give Back” 183

8 The Eighth Principle: Brand as Business 209

Notes 221

Acknowledgments 239

About the Author 241

Index 243

Editorial Reviews

"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"If, like me, you’ve never been a 'brand person,' let Denise Lee Yohn be your guide in building your brand into your business. Follow her principles, embrace her tools, and execute through every single thing you do. As she taught me, that's what great brands do."— B. Joseph Pine II, coauthor, The Experience Economy and Authenticity"While brands have become increasingly complex and challenging to manage, Denise has done a terrific job of breaking down what matters in building brands that don’t just thrive, but win."— Scott Davis, chief growth officer, Prophet, and author, Building the Brand-Driven Business