Spotting an exceptional brand is easy. Building an exceptional brand, however, can be one of the most overwhelming and elusive challenges organizations face. Many business leaders mistakenly believe that brand-building superstars like Apple, Lululemon, Zappos, and Nike achieved their successes as a result of good timing, years of experimentation, or just plain luck. Denise Lee Yohn knows the truth: these companies employed specific techniques that elevated brand-building from a niche marketing function to the core driver of the business, turning them into industry icons.
In What Great Brands Do, Yohn sheds light on these proven techniques and identifies the seven key principles that the world’s top brands consistently live out. Yohn reveals how:
- Great brands start inside
- Great brands avoid selling products
- Great brands ignore trends
- Great brands don’t chase customers
- Great brands sweat the small stuff
- Great brands commit and stay committed
- Great brands never have to “give back”
Demystifying the brand-building process, What Great Brands Do lays out clear steps for implementing each of these principles. These philosophies contribute to Yohn’s innovative brand-as-business approach, which puts the brand at the heart of every company decision and fuels faster growth, increased profit margins, stronger corporate cultures, and superior stakeholder relationships.
Examining how this approach operates in the real world, What Great Brands Do features case studies that analyze the brand-building successes and failures of companies including Google, Trader Joe’s, IBM, Patagonia, Shake Shack, and many others.
A vital resource for CEOs, COOs, entrepreneurs, and other leaders, What Great Brands Do paves a clear and accessible road to building a world-class brand.
With her finger on the pulse of today’s competitive business landscape, Denise Lee Yohn knows more than most how to create, sustain, and leverage a great brand. Her writing style coaches readers in a warm and conversational way as she offers up-to-the-minute advice, inspiring examples of organizations who have done it right, and cautionary tales of some who haven’t. If you care about building your brand to grow your business, you can’t afford not to read What Great Brands Do by Denise Lee Yohn.
Coauthor of The One Minute Manager® and TrustWorks!
Every leader—from CEOs and CMOs to start-up entrepreneurs—will find Denise’s seven brand building principles inspirational and immediately useful. I wish Denise had written What Great Brands Do five years earlier—I would have made it required reading for all P&G brand builders!
Former Global Marketing Officer, P&G, and author of Grow
Denise Lee Yohn beautifully highlights some of the most beloved brands and how they’ve separated themselves from the rest by creating an emotional connection between the organization and its stakeholders. When employees, vendors, customers, and the community feel like a part of the brand, that’s when the magic happens.
Chairman and CEO, The Container Store