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.
Daftar Isi
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
Tentang Penulis
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
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