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What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest |  |
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What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest | |
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 awayFilled 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.
网友对What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest的评论
This is an ambitious and stellar book. To take on a subject as large as "what great brands all commonly do", and to nail it, is already a huge feat and makes a compelling read. Yohn's examples are interesting, diverse and sharply brought to life. I'd recommend this book to anyone who wants to make their brand their secret weapon.
This book is a wonderfully inspiring Brand book. Like most business books you can use it to fill in gaps that you might otherwise have missed. I first listened to it in Audible audio book twice before purchasing the physical book to be able to catch some of the references and to share with colleagues.
Absolutely loved this book for my fashion retailing class! Such a good read!
This book serves as a phenomenal insight, guide, and if at minimum a very stimulating read. Yohn delivers a holistic approach, along with strategies based on years of experience, to the world of advertising on how to make a good brand great. Advertising and branding have usually given society a bad taste due to general mistrust and annoyance; however, Yohn's book turns these traditional senses of brand advertising on its head and redefines what it means to be a "brand". By walking through the glorious and often tragic stories of some of the most popular and well known brands on the planet, this insightful book breaks down previous barriers to how businesses should approach, not just their image, but the way that they do business. Yohn argues that a great brand is not based solely upon on image, but actually the culture, the identity, and reasons of why you are a company. The author presents the idea that your "brand" should be at the very core of your decision making process as a business, and that when tough choices need to be made, who you are as a brand should never be compromised. Yohn counters modern business practices by presenting the idea that great brands do not have to give back to build popularity, but rather, they contribute to society organically because it is who they are as a company, full of employees who believe in that company's identity and mission. In her seven principle book championing "brand as business", What Great Brands do is a must read for any person in the world of advertising or anyone involved in growing a business. However, if you are in neither then this book still quite relevant as you may not be able to help entertaining the looming question of, who am I as a brand? How might I be compromising my brand identity? What do I need to do differently? Whatever your background, one thing is guaranteed by reading this book: you will no longer see the world as just constructed of differences in prices and features, but rather, as intimate relationships with business personalities.
Excellent concepts, well organized, great examples. Highly recommend!
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