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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

Only 6% of surveyed companies are doing what great brands do.  This and other results were gleaned from participation in the brand assessment that I recently invited my blog readers and newsletter community to take. The brand assessment asked people to rate their companies on the following measures using a scale of 1 and 10 […]

10.27

just say no

From What Great Brands Do:  To be great, you need to say no.   I thought of this insight when I read a recent Businessweek article by Lindsay Rupp, “J. Crew CEO Drexler Says Retailer Will Sit Out Athletic Trend.”  J. Crew Group Inc. Chief Executive Officer Mickey Drexler is quoted as explaining the decision, “Where we thought […]

“What questions should entrepreneurs ask themselves if they want to improve their companies?” Earlier this year, business thought-leaders including Jim Collins, Marshall Goldsmith, and Gary Hamel were asked this question and their responses were published in Inc. magazine. The compiled list of questions was fascinating and far-ranging – from the esoteric (“What is our question?” […]

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