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

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.

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Book Information

Publisher: Jossey-Bass
Publish Date: 01/07/2014
Pages: 262
ISBN-13: 9781118611258
ISBN-10: 111861125X
Language: English

What We're Saying

February 19, 2014

"Companies with great brands conceive of their brands as complete strategic platforms. They identify the key values and attributes that define their brands and then use them to fuel, align, and guide everything they do." READ FULL DESCRIPTION

September 14, 2016

"With a MVB, you expend the least amount of time, effort, and money necessary to develop enough of a launch brand concept to center your organization, convey your value, and to collect learning. As an alternative to a complete strategic brand platform or simply a shell of a brand, a MVB provides you the perfect balance of structure and flexibility." READ FULL DESCRIPTION

November 13, 2014

The culling process we undertake during the awards process is always rigorous, but we've narrowed it down to 40 books—5 each in 8 categories. READ FULL DESCRIPTION

December 09, 2014

And the Winners Are...

By Dylan Schleicher

The 800-CEO-READ Business Book Awards category winners (and shortlist for the best book of the year) 2014. READ FULL DESCRIPTION

Full Description

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.

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