Summary of What Great Brands Do

The Seven Brand-Building Principles that Separate the Best from the Rest

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What Great Brands Do book summary
Proper brand building can transform your company and your product.


8 Overall

8 Applicability

7 Innovation

7 Style


Sound brand building has never been more important. Branding professional Denise Lee Yohn explains the differences between conventional branding and what she terms the “brand-as-business” strategy, a more enlightened and effective approach. Yohn details her brand-building methodology and the seven principles that support it. She focuses on building corporate culture, establishing customer connections, practicing innovation, providing quality products and services, and defining your company’s commercial and social missions. Yohn’s instructive examples show how the greatest companies build their brands within and without. getAbstract recommends her useful presentation to corporate leaders, marketers and start-up entrepreneurs.

In this summary, you will learn

  • What the “brand-as-business approach” entails
  • What seven principles exemplify great brands
  • How the brand-as-business strategy solves common business problems


Brand Building Is More than Branding
Companies that embrace the “brand-as-business” strategy use their brands as management tools that can motivate and guide employees; excite and win customers; and align their operations, activities and messages with their core values. Put to work this...
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About the Author

Denise Lee Yohn is a consultant and speaker with more than 25 years of branding experience.

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    Ryan Sked 2 years ago
    Very thorough summary of the book. Really gets to the point and very informative.
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    Tracy Dsouza 2 years ago
    Nice Book.

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