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What Great Brands Do: The Seven Brand-Building Principles That Separate the Best From the Rest

Brand expert Denise Lee Yohn reveals the secrets behind how top companies develop standout brands that foster customer loyalty and increase profit margins.

  • Wiley
  • Amazon
  • Barnes & Noble
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Blog: Brand-as-Business Bites

When some people hear me say “Great brands cultivate emotional connections with their customers,” they think this principle doesn’t apply to them. They think their product or service is in a “boring” category — or their customers only make rational purchase decisions — or they’re in a low-cost, transactional business that doesn’t operate on brand appeal.  Check […]

A new store format from Radio Shack, “Interactive,” presents the best of what the brand has to offer including mobile repair service “Fix It Here!”  Check out this Brand Experience Brief: DLYohn Brand Experience Brief: Radio Shack Interactive from Denise Lee Yohn on Vimeo. […]

As i help companies define or re-define their brand strategies, we articulate the core values and attributes of their brands.  We distill from all the things that could be said about their brands the most distinctive and defining elements. […]

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