What Great Brands Do

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.

Discover proven strategies for building powerful, world-classbrandsIt'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, LululemonChipotle Mexican Grill, and other remarkable brands* Provides tools and strategies that organizations can startusing right awayFilled with targeted guidance for CEOs, COOs, entrepreneurs, andother organization leaders, What Great Brands Do is anessential blueprint for launching any brand to meteoricheights.

Introduction 11 Great Brands Start Inside 192 Great Brands Avoid Selling Products 473 Great Brands Ignore Trends 714 Great Brands Don't Chase Customers 995 Great Brands Sweat the Small Stuff 1256 Great Brands Commit and Stay Committed 1557 Great Brands Never Have to "Give Back" 1838 The Eighth Principle: Brand as Business 209Notes 221Acknowledgments 239About the Author 241Index 243