What Great Brands Do
The Seven Brand-Building Principles that Separate the Best from the Rest
Author
What Great Brands Do
The Seven Brand-Building Principles that Separate the Best from the Rest
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- Better understand brand dynamics in the marketplace.
- Apply the concepts of branding in your own businesses or career.
- Foster a stronger alignment of your company's culture and values, leading to a more cohesive work environment.
- Potentially see higher profit margins, as customers are often willing to pay more for products from reputable brands.
“What Great Brands Do” is an essential read for business leaders, marketers, and entrepreneurs who want to build powerful, enduring brands. Denise Lee Yohn draws on her extensive experience working with world-class brands to provide a clear, actionable roadmap for brand-building success.
This book explores how great brands differentiate themselves by making brand-building the foundation of their business strategy.
Readers will learn how to:
• Develop a brand-as-business strategy that aligns every aspect of their organization
• Create a strong brand culture that drives employee engagement and customer loyalty
• Implement brand-building principles across all business functions, from product development to customer service
• Avoid common pitfalls that can dilute brand strength and compromise long-term success
The author presents a wealth of real-world examples and case studies, examining both successes and failures to illustrate key concepts. By analyzing companies like Google, Trader Joe’s, IBM, and Patagonia, readers gain valuable insights into effective brand-building strategies.
This book goes beyond traditional branding advice, offering a holistic approach that places brand-building at the core of business strategy. Readers will come away with a deeper understanding of how great brands are built and maintained, as well as practical tools and techniques they can apply to their own organizations.
With its blend of strategic insights and actionable advice, “What Great Brands Do” is an indispensable resource for anyone looking to create or strengthen a powerful brand in today’s competitive business landscape.
Year Published
Publisher
Pages
Weight
Language
ISBN 10
ISBN 13
The book: "What Great Brands Do" Is perfect for:
• CEOs and business leaders looking to strengthen their company’s market position
• Marketing executives seeking to elevate their brand strategy
• Entrepreneurs aiming to build strong brands from the ground up
• Business students and professionals interested in brand management
• Anyone fascinated by the power of iconic brands and how they achieve lasting success
Meet the author
Author biography
Denise Lee Yohn is a leading authority on building great brands and exceptional organizations. With over 25 years of experience working with world-class brands, including Sony and Frito-Lay, she has become a go-to expert for national media outlets and an in-demand keynote speaker. Denise is the author of the bestselling book “What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest” and “FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies.” She regularly contributes to Harvard Business Review and Forbes, sharing her fresh ideas and clear-cut tools for brand-building. Denise’s career includes high-level advertising and client-side marketing positions, including serving as the vice president/general manager of brand and strategy at Sony Electronic Inc.’s first-ever brand office. She has won awards from the American Marketing Association (EFFIE) and other prestigious organizations for her work with some of the world’s most significant companies. Outside of her professional life, Denise counts hiking Mount Kilimanjaro, dancing with a professional ballet company, and flying a helicopter among her most incredible life experiences.
