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What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest

Book Description

Discover proven strategies for building powerful, world-class brands

It's 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 built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy.

  • Reveals the seven key principles that the world's best brands consistently implement

  • Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, 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, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Dedication
  6. Introduction
  7. Chapter 1: Great Brands Start Inside
    1. Putting Internal Brand Culture First
    2. Extend Your Brand-Building Culture Externally
    3. Culture Drives the Business
    4. Execute First; Communicate Later
  8. Chapter 2: Great Brands Avoid Selling Products
    1. Emotions Trump Efficacy
    2. Emotional Brand Building for Long-Term Customer Relationships
    3. Expanding Your Brand Footprint Through Emotion
    4. What Business Is Your Brand In?
    5. Emotional Rescue
  9. Chapter 3: Great Brands Ignore Trends
    1. The Risky Business of Trend Following
    2. Challenging Business-as-Usual
    3. Anticipating and Advancing Cultural Movements
    4. Making the Internal Connection
    5. Create Your Own Future
  10. Chapter 4: Great Brands Don’t Chase Customers
    1. Using Magnetic Appeal to Attract Customers
    2. A Strong Brand Identity Attracts the Ideal Customer
    3. Creating a Brand-Centered Customer Strategy
    4. Great Brands Employ Brand Attraction
  11. Chapter 5: Great Brands Sweat the Small Stuff
    1. Speaking Through Design
    2. Valuing the Customer Experience
    3. Pursuing the Seamless Customer Experience
    4. Make the Small Stuff Your Business
    5. Making the Small Stuff Big
  12. Chapter 6: Great Brands Commit and Stay Committed
    1. What’s Your Core Ideology?
    2. Commitment Creates Focus
    3. Sacrificing the Sacred to Define Your Brand
    4. Committing for the Long Term
    5. Great Brands Persevere
  13. Chapter 7: Great Brands Never Have to “Give Back”
    1. The End of “Goodwashing”
    2. Rethinking CSR
    3. Starting with the End in Mind
    4. Making a Better World by Inspiring Widespread Change
    5. Back to the Beginning
  14. Chapter 8: The Eighth Principle
    1. Brand Building Trumps Branding
    2. Using the Seven Principles to Trouble-Shoot Your Business
    3. The Challenge of Brand Leadership
  15. Acknowledgments
  16. About the Author
  17. More from Wiley
  18. Index