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Ebook What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest by Denise Lee Yohn read! Book Title: What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest
The author of the book: Denise Lee Yohn
Language: English
ISBN: 111861125X
ISBN 13: 9781118611258
Format files: PDF, Epub, DOCx, TXT
The size of the: 810 KB
Edition: Jossey-Bass
Date of issue: January 7th 2014
Reader ratings: 8.7
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Read full description of the books What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest:



"What Great Brands Do" shows how companies as diverse as IBM, REI, Starbucks, Lululemon, and more have all used their exceptional brand platforms as management tools to fuel, align, and guide every task they undertake--and have achieved higher-than-average profit margins as a result. What do these great brands have in common?

"What Great Brands Do" shows how these firms rely on a brand-as-business management approach to grow and succeed in tough economic climates, regardless of the size of their marketing budgets. "What Great Brands Do" distills their approach into seven guiding principles and accompanying best practices to provide a thoughtful and practical methodology for putting a company's brand in the driver's seat of the organization. The seven principles are: Great brands start insideGreat brands avoid selling productsGreat brands ignore trendsGreat brands don't chase customersGreat brands sweat the small stuffGreat brands commit and stay committedGreat brands never need to "give back"Research suggests that only a small portion of companies practice brand-building the way great brands do--a recent survey of marketing executives revealed that 64 percent feel that their brands do not influence decisions made at their companies. Nearly two-thirds of companies are pouring millions of dollars into marketing and advertising without aligning their business strategies with the brand values and attributes they're communicating. As a result, the full business value of those brands is going unrealized. "What Great Brands Do "intends to change the ways readers think about and work with brand-building, and the book is essential reading for any business leader who wants to ensure that current brand activities help lay the foundation for continued growth.

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Ebook What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest read Online! Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony, Frito-Lay, and Burger King, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority on building and positioning exceptional brands.

Denise initially cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing. She served as lead strategist at advertising agencies for Burger King and Land Rover and as the marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs. Denise went on to head Sony Electronic Inc.’s first ever brand office, where she was the vice president/general manager of brand and strategy and garnered major corporate awards.

An influential writer, Denise penned the book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass) and the new book Extraordinary Experiences: What Great Retail and Restaurant Brands Do. She enjoys challenging readers to think differently about brand-building. She contributes the monthly column Brand New Perspectives to QSR Magazine and has published work in numerous outlets, including Harvard Business Review, Advertising Age, and OPEN Forum. In 2008 she launched her blog, brand as business bites™, which the Marketing Executives Networking Group (MENG) named as one of the top 20 marketing blogs.

With her expertise and personal approach, Denise delivers an array of inspirational workshops, presentations, and keynote addresses to business leaders in all industries. When she’s not writing or speaking, she serves as the brand director for TEDx San Diego and sits on the board of directors for a branch of the YMCA.

Outside of her professional roles, Denise counts hiking Mount Kilimanjaro, dancing with a professional ballet company, and flying a helicopter as some of her greatest life experiences.



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