{"product_id":"what-great-brands-do-isbn-9781118611258","title":"What Great Brands Do","description":"\u003cb\u003eDiscover proven strategies for building powerful, world-class brands\u003c\/b\u003e  \u003cp\u003eIt'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 \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eReveals the seven key principles that the world's best brands consistently implement\u003c\/li\u003e \u003cli\u003ePresents 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\u003c\/li\u003e \u003cli\u003eProvides tools and strategies that organizations can start using right away\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFilled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e is an essential blueprint for launching any brand to meteoric heights.\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e1 Great Brands Start Inside 19\u003c\/p\u003e \u003cp\u003e2 Great Brands Avoid Selling Products 47\u003c\/p\u003e \u003cp\u003e3 Great Brands Ignore Trends 71\u003c\/p\u003e \u003cp\u003e4 Great Brands Don’t Chase Customers 99\u003c\/p\u003e \u003cp\u003e5 Great Brands Sweat the Small Stuff 125\u003c\/p\u003e \u003cp\u003e6 Great Brands Commit and Stay Committed 155\u003c\/p\u003e \u003cp\u003e7 Great Brands Never Have to “Give Back” 183\u003c\/p\u003e \u003cp\u003e8 The Eighth Principle: Brand as Business 209\u003c\/p\u003e \u003cp\u003eNotes 221\u003c\/p\u003e \u003cp\u003eAcknowledgments 239\u003c\/p\u003e \u003cp\u003eAbout the Author 241\u003c\/p\u003e \u003cp\u003eIndex 243\u003c\/p\u003e  \u003cp\u003eYohn, 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.) (\u003ci\u003ePublishers Weekly\u003c\/i\u003e, December 2013)\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eDenise Lee Yohn\u003c\/b\u003e 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 \u003ci\u003eNew York Times, \u003c\/i\u003e the \u003ci\u003eWall Street Journal, \u003c\/i\u003e and the \u003ci\u003eHarvard Business Review, \u003c\/i\u003e and her powerful speeches regularly inspire business leaders around the country.  \u003c\/p\u003e\u003cp\u003eTo learn more, please visit \u003cb\u003ewww.deniseleeyohn.com\u003c\/b\u003e   \u003c\/p\u003e\u003cp\u003eSpotting an exceptional brand is easy, but building an exceptional brand is 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 their business, turning them into industry icons. \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e, 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: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e \u003cb\u003eGreat brands start inside\u003c\/b\u003e\n\u003c\/li\u003e \u003cli\u003eGreat brands avoid selling products\u003c\/li\u003e \u003cli\u003eGreat brands ignore trends\u003c\/li\u003e \u003cli\u003eGreat brands don’t chase customers\u003c\/li\u003e \u003cli\u003eGreat brands sweat the small stuff\u003c\/li\u003e \u003cli\u003eGreat brands commit and stay committed\u003c\/li\u003e \u003cli\u003eGreat brands never have to “give back” \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eDemystifying the brand-building process, \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e 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, \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003eA vital resource for CEOs, COOs, entrepreneurs, and other leaders, \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e paves a clear and accessible road to building a world-class brand.   \u003c\/p\u003e\u003cp\u003e\"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 that 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 \u003ci\u003enot\u003c\/i\u003e to read \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e by Denise Lee Yohn.\"\u003cbr\u003e \u003cb\u003e—Ken Blanchard, coauthor, \u003ci\u003eThe One Minute Manager\u003c\/i\u003e and \u003ci\u003eTrustWorks!\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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 \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e five years earlier—I would have made it required reading for all P\u0026amp;G brand builders!\"\u003cbr\u003e \u003cb\u003e—Jim Stengel, former global marketing officer, P\u0026amp;G, and author, \u003ci\u003eGrow\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"The Internet has resulted in an explosion of options for consumers, and never before have brands and branding been more vital to the future of a commercial enterprise. Denise Lee Yohn has bottled the elixir of brands and the magic behind brands in this book.\"\u003cbr\u003e \u003cb\u003e—Om Malik, founder, GigaOM\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—Kip Tindell, chairman and CEO, the Container Store\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"The seven brand-building principles of \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e represent a provocative view of branding. You will look at brand building with new eyes.\"\u003cbr\u003e \u003cb\u003e—David Aaker, vice-chairman, Prophet, and author, \u003ci\u003eBrand Relevance\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Chock full of astute insights, compelling case studies, and practical tools, \u003ci\u003eWhat Great Brands Do\u003c\/i\u003e demystifies the brand-building process and shows business leaders how to revitalize and strengthen their brands.\"\u003cbr\u003e \u003cb\u003e—John Gerzema, executive chairman, BAV Consulting, and coauthor, \u003ci\u003eNew York Times\u003c\/i\u003e bestseller \u003ci\u003eThe Athena Doctrine\u003c\/i\u003e and \u003ci\u003eThe Brand Bubble\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"If, like me, you’ve never been a 'brand person,' let Denise Lee Yohn be your guide in building your brand into your business. Follow her principles, embrace her tools, and execute through every single thing you do. As she taught me, that's what great brands do.\"\u003cbr\u003e \u003cb\u003e—\u003c\/b\u003e \u003cb\u003eB. Joseph Pine II\u003c\/b\u003e\u003cb\u003e, coauthor,\u003c\/b\u003e \u003cb\u003e\u003ci\u003eThe Experience Economy\u003c\/i\u003e\u003c\/b\u003e \u003cb\u003eand\u003c\/b\u003e \u003cb\u003e\u003ci\u003eAuthenticity\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"While brands have become increasingly complex and challenging to manage, Denise has done a terrific job of breaking down what matters in building brands that don’t just thrive, but win.\"\u003cbr\u003e \u003cb\u003e—\u003c\/b\u003e \u003cb\u003eScott Davis\u003c\/b\u003e\u003cb\u003e, chief growth officer, Prophet, and author,\u003c\/b\u003e \u003cb\u003e\u003ci\u003eBuilding the Brand-Driven Business\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47990476603621,"sku":"NP9781118611258","price":27.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118611258.jpg?v=1761787980","url":"https:\/\/k12savings.com\/es\/products\/what-great-brands-do-isbn-9781118611258","provider":"K12savings","version":"1.0","type":"link"}