Summary of What Great Brands Do
Copyright © 2014 Jossey-Bass, an imprint of John Wiley & Sons
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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 and
- How the brand-as-business strategy solves common business problems.
About the Author
Denise Lee Yohn is a consultant and speaker with more than 25 years of branding experience.
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4 years agoVery thorough summary of the book. Really gets to the point and very informative.
4 years agoNice Book.