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

Discover proven strategies for building powerful, world-classbrands

It's tempting to believe that brands like Apple, Nike, andZappos achieved their iconic statuses because of serendipity, anunattainable magic formula, or even the genius of a singlevisionary leader. However, these companies all adopted specificapproaches and principles that transformed their ordinary brandsinto industry leaders. In other words, great brands can bebuilt—and Denise Lee Yohn knows exactly how to do it.Delivering a fresh perspective, Yohn's What Great Brands Doteaches an innovative brand-as-business strategy that enhancesbrand identity while boosting profit margins, improving companyculture, and creating stronger stakeholder relationships. Drawingfrom twenty-five years of consulting work with such top brands asFrito-Lay, Sony, Nautica, and Burger King, Yohn explains keyprinciples of her brand-as-business strategy.

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

Filled with targeted guidance for CEOs, COOs, entrepreneurs, andother organization leaders, What Great Brands Do is anessential blueprint for launching any brand to meteoricheights.

Product Details

ISBN-13: 9781118611258
Publisher: Wiley
Publication date: 01/13/2014
Pages: 272
Sales rank: 374,145
Product dimensions: 6.00(w) x 9.10(h) x 1.00(d)

About the Author

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 has contributed to outlets such as the New York Times, the Wall Street Journal, and the Harvard Business Review, and her powerful speeches regularly inspire business leaders around the country.
To learn more, please visit www.deniseleeyohn.com

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

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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