What Great Brands Do: The Seven BrandBuilding Principles that Separate the Best from the Rest

Discover proven strategies for building powerful, worldclass brands in this 800CEOREAD bestseller Its tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be builtand Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohns What Great Brands Do teaches an innovative brandasbusiness strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twentyfive years of consulting work with such top brands as FritoLay, Sony, Nautica, and Burger King, Yohn explains key principles of her brandasbusiness strategy.Reveals the seven key principles that the worlds best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including GE, IKEA, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, and named as one of Inc. Magazines Top Marketing Books of 2014, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.