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What Great Brands Do
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Table of Contents

Introduction 1 1 Great Brands Start Inside 19 2 Great Brands Avoid Selling Products 47 3 Great Brands Ignore Trends 71 4 Great Brands Don?t Chase Customers 99 5 Great Brands Sweat the Small Stuff 125 6 Great Brands Commit and Stay Committed 155 7 Great Brands Never Have to ?Give Back? 183 8 The Eighth Principle: Brand as Business 209 Notes 221 Acknowledgments 239 About the Author 241 Index 243

About the Author

Denise Lee Yohn is an in-demand consultant and speaker with more than twenty-five years of experience helping organizations take their brands to new heights. She developed her innovative brand-building philosophy while working with such companies as Burger King, Frito-Lay, Land Rover, and Sony. An influential writer and speaker, Yohn has contributed to outlets such as the New York Times, the Wall Street Journal, and the Harvard Business Review, and her powerful speeches regularly inspire business leaders around the country. To learn more, please visit www.deniseleeyohn.com

Reviews

Yohn, a branding consultant and speaker, with an all-star client list that includes Sony, Frito-Lay, and Burger King, knows exactly what it takes to raise a brand to the top and keep it there. Here she shares techniques that can elevate a brand to icon status. She explores how a great company can avoid obsolescence by using its brand as a management tool to fuel, align, and guide its people and initiatives. The eponymous seven brand-building principles are each given a chapter: start with a brand-building corporate culture; ignore trends; don't chase customers; commit and stay committed; and avoid selling products. Yohn's exercises, tools, and action steps will help elevate the conversation and undoubtedly enhance any company's focus on branding. In addition to case studies that feature Google, Trader Joe's, IBM, and Shake Shack, Yohn provides her most valuable recommendations in her "Brand as Business" chapter, which ties together the seven principles and shows how to integrate them to produce growth and brand strength. Yohn's book is helpful reading for executives and managers at all levels, and it will guide the next generation of great brands. (Jan.) ( Publishers Weekly , December 2013)

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