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What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
(Adobe EPUB eBook, Kindle Book, OverDrive Read)

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Wiley 2014
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Description
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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    Street Date:
    01/13/2014
    Language:
    English
    ISBN:
    9781118824337
    ASIN:
    B00F2JFSW4
    Citations
    APA Citation (style guide)

    Denise Lee Yohn. (2014). What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest. Wiley.

    Chicago / Turabian - Author Date Citation (style guide)

    Denise Lee Yohn. 2014. What Great Brands Do: The Seven Brand-Building Principles That Separate the Best From the Rest. Wiley.

    Chicago / Turabian - Humanities Citation (style guide)

    Denise Lee Yohn, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best From the Rest. Wiley, 2014.

    MLA Citation (style guide)

    Denise Lee Yohn. What Great Brands Do: The Seven Brand-Building Principles That Separate the Best From the Rest. Wiley, 2014.

    Note! Citation formats are based on standards as of July 2022. Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy.
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    Date Updated:
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          To learn more, please visit www.deniseleeyohn.com

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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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    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...
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    tableOfContents

    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

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