Close cookie details

This site uses cookies. Learn more about cookies.

OverDrive would like to use cookies to store information on your computer to improve your user experience at our Website. One of the cookies we use is critical for certain aspects of the site to operate and has already been set. You may delete and block all cookies from this site, but this could affect certain features or services of the site. To find out more about the cookies we use and how to delete them, click here to see our Privacy Policy.

If you do not wish to continue, please click here to exit this site.

Hide notification

  Main Nav

What Great Brands Do

Cover of What Great Brands Do

What Great Brands Do

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

Discover proven strategies for building powerful, world-class brands

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 away

    Filled 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.

    The EPUB format of this title may not be compatible for use on all handheld devices.

  • Discover proven strategies for building powerful, world-class brands

    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 away

    Filled 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.

    The EPUB format of this title may not be compatible for use on all handheld devices.

  • Available formats-
    • Kindle Book
    • OverDrive Read
    • EPUB eBook
    • PDF eBook
    Subjects-
    Languages:-
    Copies-
    • Available:
      1
    • Library copies:
      1
    Levels-
    • ATOS:
    • Lexile:
    • Interest Level:
    • Reading Level:

    Recommended for you


    About the Author-
    • Denise Lee Yohn 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 New York Times, the Wall Street Journal, and the Harvard Business Review, and her powerful speeches regularly inspire business leaders around the country.
      To learn more, please visit www.deniseleeyohn.com

    Table of Contents-
    • Introduction 1

      1 Great Brands Start Inside 19

      2 Great Brands Avoid Selling Products 47

      3 Great Brands Ignore Trends 71

      4 Great Brands Don't Chase Customers 99

      5 Great Brands Sweat the Small Stuff 125

      6 Great Brands Commit and Stay Committed 155

      7 Great Brands Never Have to "Give Back" 183

      8 The Eighth Principle: Brand as Business 209

      Notes 221

      Acknowledgments 239

      About the Author 241

      Index 243

    Title Information+
    • Publisher
      Wiley
    • Kindle Book
      Release date:
    • OverDrive Read
      Release date:
    • EPUB eBook
      Release date:
    • PDF eBook
      Release date:
    Digital Rights Information+
    • Copyright Protection (DRM) required by the Publisher may be applied to this title to limit or prohibit printing or copying. File sharing or redistribution is prohibited. Your rights to access this material expire at the end of the lending period. Please see Important Notice about Copyrighted Materials for terms applicable to this content.

    Status bar:

    You've reached your checkout limit.

    Visit your Bookshelf to manage your titles.

    ×

    You already have this title checked out.

    Want to go to your Bookshelf?

    ×

    Recommendation Limit Reached.

    You have reached the maximum number of titles you are permitted to recommend at this time.

    ×

    Sign in to recommend this title.

    Recommend your library consider adding this title to the Digital Collection.

    ×

    Enhanced Details

    ×
    ×

    Limited availability

    Availability can change throughout the month based on the library's budget.

    is available for days.

    Once playback starts, you have hours to view the title.

    ×

    Permissions

    ×

    The OverDrive Read format of this eBook has professional narration that plays while you read in your browser. Learn more here.

    ×

    Holds

    Total holds:


    ×

    You've reached your library's checkout limit for digital titles.

    To make room for more checkouts, you may be able to return titles from your Bookshelf.

    ×

    Excessive Checkout Limit Reached.

    There have been too many titles checked out and returned by your account within a short period of time.

    Try again in several days. If you are still not able to check out titles after 7 days, please contact Support.

    ×

    You have already checked out this title. To access it, return to your Bookshelf.

    ×

    This title is not available for your card type. If you think this is an error contact support.

    ×

    An unexpected error has occurred.

    If this problem persists, please contact support.

    ×

    ×

    NOTE: Barnes and Noble® may change this list of devices at any time.

    ×
    Buy it now
    and help our library WIN!
    What Great Brands Do
    What Great Brands Do
    The Seven Brand-Building Principles that Separate the Best from the Rest
    Denise Lee Yohn
    Choose a retail partner below to buy this title for yourself.
    A portion of this purchase goes to support your library.
    Clicking on the 'Buy It Now' link will cause you to leave the library download platform website. The content of the retail website is not controlled by the library. Please be aware that the website does not have the same privacy policy as the library or its service providers.
    ×
    ×

    There are no copies of this issue left to borrow. Please try to borrow this title again when a new issue is released.

    ×
    Barnes & Noble Sign In |   Sign In

    You will be prompted to sign into your library account on the next page.

    If this is your first time selecting “Send to NOOK,” you will then be taken to a Barnes & Noble page to sign into (or create) your NOOK account. You should only have to sign into your NOOK account once to link it to your library account. After this one-time step, periodicals will be automatically sent to your NOOK account when you select "Send to NOOK."

    The first time you select “Send to NOOK,” you will be taken to a Barnes & Noble page to sign into (or create) your NOOK account. You should only have to sign into your NOOK account once to link it to your library account. After this one-time step, periodicals will be automatically sent to your NOOK account when you select "Send to NOOK."

    You can read periodicals on any NOOK tablet or in the free NOOK reading app for iOS, Android or Windows 8.

    Accept to ContinueCancel