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

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Chapter 3

Great Brands Ignore Trends

When Oprah Winfrey ended her popular TV show in 2011, most of the media pointed out the many accomplishments Winfrey had achieved in becoming a billionaire media mogul—enlivening daytime talk programming, repopularizing reading and book buying through Oprah’s Book Club, and winning an Academy Award nomination, just to name a few.

But media critic David Carr used the opportunity to point out in an essay that the Oprah brand was much more distinctive for what Winfrey chose not to do. Unlike many other talk show hosts, she took herself off the air when her show was still successful and one of the most effective branding platforms ever created. Unlike Martha Stewart and other media personalities, she never took ...

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