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 25 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. This book:
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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A cricital voice in the world of branding!
Essential voice in branding.
Denise Lee Yohn offers a critical voice and fresh perspective in the clouded and crowded world of branding. In "What Great Brands Do" she offers key principles for world class brand building while keeping her finger on the pulse of what living, breathing brands face culturally, socially and creatively. The seven critical principles she offers within the book are grounded in practicality and give hope to any brand aiming for greatness, no matter if they're a start-up or well established.
She keeps the content moving at a solid pace.
Most important, Denise weaves together the range of importance of a brand's culture, their ongoing relationship to audience and a powerful eye to how they view their own products.
- Steven Morris
- Alec J Penrod