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

What Great Brands Do shows how companies as diverse as IBM, REI, Starbucks, Lululemon, and more have all used their exceptional brand platforms as management tools to fuel, align, and guide every task they undertakeand have achieved higher-than-average profit margins as a result. What do these great brands have in common? What Great Brands Do shows how these firms rely on a brand-as-business management approach to grow and succeed in tough economic climates, regardless of the size of their ...