What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest
A Business, Social Science, Nonfiction book. With great brands, however, the culture and the values dont play supporting roles...
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...
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- Filetype: PDF
- Pages: 272 pages
- ISBN: 9781118824337 / 0
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More About What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest
The contents of a Brand Toolbox depend on the specific needs of the company but usually a Brand Toolbox contains An explanation of your brand strategy along with background and rationale so that everyone can understand why youre doing what youre doing, and definitions of key terms so everyone grasps the meaning behind the words Principles and guidelines for delivering brand values and attributes at key touchpoints between your brand and the outside world Sample applications for how the brand should be expressed and delivered Guides that walk people through... Creating a Brand Toolbox is an important first step in fostering a strong brand culture, but the managers of great brands know that simply producing brand content and tools is not enough. They stage Brand Engagement Sessions featuring hands-on exercises and immersive experiences to ensure that brand understanding is followed with appropriate actions and decision making by their staff. Denise Lee Yohn, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest // With great brands, however, the culture and the values dont play supporting roles in business operationsculture and values are the brand, and theyre used to inform business decisions and employee actions. Denise Lee Yohn, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest //
What Great Brands Do was by far my favorite business book of 2014. I refer to it regularly as I build my brand consultancy. And I recommend it to clients, marketers and other professionals as the book to have if you want to understand brand-building at its core. I had the pleasure of meeting the author, Denise Lee Yohn, when she spoke... I wouldn't say this book was life-changing or novel in its ideas, however it does what it promises: outline the elements that make a brand a great brand. The idea that resonated with me the most is that a brand is the personality of the business and it should shine through everything your company does. Corporate culture must thus align... via blinkist
