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Offers advice for building an exceptional organizational brand by emulating the techniques of the great industry icons, and manifesting seven principles of successful branding.
List of contents
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
About the author
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
Summary
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.
Report
Yohn, a branding consultant and speaker, with an all-star client list that includes Sony, Frito-Lay, and Burger King, knows exactly what it takes to raise a brand to the top and keep it there. Here she shares techniques that can elevate a brand to icon status. She explores how a great company can avoid obsolescence by using its brand as a management tool to fuel, align, and guide its people and initiatives. The eponymous seven brand-building principles are each given a chapter: start with a brand-building corporate culture; ignore trends; don t chase customers; commit and stay committed; and avoid selling products. Yohn s exercises, tools, and action steps will help elevate the conversation and undoubtedly enhance any company's focus on branding. In addition to case studies that feature Google, Trader Joe s, IBM, and Shake Shack, Yohn provides her most valuable recommendations in her "Brand as Business" chapter, which ties together the seven principles and shows how to integrate them to produce growth and brand strength. Yohn s book is helpful reading for executives and managers at all levels, and it will guide the next generation of great brands. (Jan.) ( Publishers Weekly , December 2013)
