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

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.

About the Author

Denise Lee Yohn is a brand-building consultant, speaker, and writer who has been inspiring and teaching companies how to operationalize their brands to grow their businesses for twenty-five years. A former vice president and general manager of brand and strategy for Sony, Denise now offers her brand-building expertise to world-class organizations including Frito-Lay, New Balance, Oakley, and Jack in the Box. Blending a fresh perspective and a talent for inspiring audiences, she has addressed national audiences at conferences including the Consumer Electronics Show, National Restaurant Show, and American Marketing Association, and has been featured in publications including the Wall Street Journal, the New York Times, USA Today, BusinessWeek, Harvard Business Review, and Advertising Age.