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

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

by Denise 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

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Overview

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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Editorial Reviews

Publishers Weekly
11/25/2013
Yohn, a branding consultant and speaker, with an all-star client list that includes Sony, Frito-Lay, and Burger King, knows exactly what it takes to raise a brand to the top and keep it there. Here she shares techniques that can elevate a brand to icon status. She explores how a great company can avoid obsolescence by using its brand as a management tool to fuel, align, and guide its people and initiatives. The eponymous seven brand-building principles are each given a chapter: start with a brand-building corporate culture; ignore trends; don’t chase customers; commit and stay committed; and avoid selling products. Yohn’s exercises, tools, and action steps will help elevate the conversation and undoubtedly enhance any company’s focus on branding. In addition to case studies that feature Google, Trader Joe’s, IBM, and Shake Shack, Yohn provides her most valuable recommendations in her “Brand as Business” chapter, which ties together the seven principles and shows how to integrate them to produce growth and brand strength. Yohn’s book is helpful reading for executives and managers at all levels, and it will guide the next generation of great brands. (Jan.)
From the Publisher
Yohn, a branding consultant and speaker, with an all-star clientlist that includes Sony, Frito-Lay, and Burger King, knows exactlywhat it takes to raise a brand to the top and keep it there. Hereshe shares techniques that can elevate a brand to icon status. Sheexplores how a great company can avoid obsolescence by using itsbrand as a management tool to fuel, align, and guide its people andinitiatives. The eponymous seven brand-building principles are eachgiven a chapter: start with a brand-building corporate culture;ignore trends; don't chase customers; commit and stay committed;and avoid selling products. Yohn's exercises, tools, and actionsteps will help elevate the conversation and undoubtedly enhanceany company’s focus on branding. In addition to case studiesthat feature Google, Trader Joe's, IBM, and Shake Shack, Yohnprovides her most valuable recommendations in her "Brand asBusiness" chapter, which ties together the seven principles andshows how to integrate them to produce growth and brand strength.Yohn's book is helpful reading for executives and managers at alllevels, and it will guide the next generation of great brands.(Jan.) (Publishers Weekly, December 2013)

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Product Details

ISBN-13:
9781118824337
Publisher:
Wiley
Publication date:
11/20/2013
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
272
Sales rank:
257,756
File size:
1 MB

What People are saying about this

From the Publisher
"With her finger on the pulse of today's competitive businesslandscape, Denise Lee Yohn knows more than most how to create,sustain, and leverage a great brand. Her writing style coachesreaders in a warm and conversational way as she offersup-to-the-minute advice, inspiring examples of organizations thathave done it right, and cautionary tales of some who haven't. Ifyou care about building your brand to grow your business, you can'tafford not to read What Great Brands Do by Denise LeeYohn."
—Ken Blanchard, coauthor, The One Minute Managerand TrustWorks!

"Every leader—from CEOs and CMOs to start-upentrepreneurs—will find Denise's seven brand-buildingprinciples inspirational and immediately useful.-I wish Denisehad written What Great Brands Do five years earlier—Iwould have made it required reading for all P&G brandbuilders!"
—Jim Stengel, former global marketing officer, P&G,and author, Grow

"The Internet has resulted in an explosion of options forconsumers, and never before have brands and branding been morevital to the future of a commercial enterprise. Denise Lee Yohn hasbottled the elixir of brands and the magic behind brands in thisbook."
—Om Malik, founder, GigaOM

"Denise Lee Yohn beautifully highlights some of the most belovedbrands and how they've separated themselves from the rest bycreating an emotional connection between the organization and itsstakeholders. When employees, vendors, customers, and the communityfeel like a part of the brand, that's when the magichappens."
—Kip Tindell, chairman and CEO, the ContainerStore

"The seven brand-building principles of What Great BrandsDo represent a provocative view of branding. You will look atbrand building with new eyes."
—David Aaker, vice-chairman, Prophet, and author, BrandRelevance

"Chock full of astute insights, compelling case studies, andpractical tools, What Great Brands Do demystifies thebrand-building process and shows business leaders how to revitalizeand strengthen their brands."
—John Gerzema, executive chairman, BAV Consulting, andcoauthor, New York Times bestseller The AthenaDoctrine and The Brand Bubble

"If, like me, you’ve never been a 'brand person,' letDenise Lee Yohn be your guide in building your brand into yourbusiness. Follow her principles, embrace her tools, and executethrough every single thing you do. As she taught me, that's whatgreat brands do."
B. Joseph Pine II, coauthor, TheExperience Economy andAuthenticity

"While brands have become increasingly complex and challengingto manage, Denise has done a terrific job of breaking down whatmatters in building brands that don’t just thrive, butwin."
Scott Davis, chief growth officer,Prophet, and author, Building the Brand-DrivenBusiness

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