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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

From What Great Brands Do:  Unless and until your culture is expressed clearly through your customer experience, you have nothing worth communicating.   In light of recent high-profile brand logo changes — Southwest Airlines, Hershey, and WWE — it seems a good reminder that great brands build their brands by cultivating a strong brand-led culture inside their organizations — […]

Great brands don’t follow – they lead. That’s why they tend to ignore existing trends and advance their own cultural movements instead. Makes sense, right?!  The power of discovering and advancing your own movement is easy to understand – but much harder to implement.  In my book, What Great Brands Do, I share approaches that […]

The company behind Sbarro has created a new fast casual pizza concept, Pizza Cucinova. It’s a higher end customer experience than most brands aspiring to become the “Chipotle of pizza.” Check out this video audit and analysis of the brand experience: DLYohn Brand Experience Brief: Pizza Cucinova from Denise Lee Yohn on Vimeo. other brand […]

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