en
Denise Lee Yohn

What Great Brands Do

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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…
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Idézetek

  • Patrick Walther Thomsenidézett7 évvel ezelőtt
    I led company leaders through a series of work sessions in which we covered elemental questions such as, Who are the best customers for our brand? What competitive position has the greatest relevance to and differentiation for our chosen targets and that we can consistently deliver? What differentiators give us the greatest competitive advantage?
  • Patrick Walther Thomsenidézett7 évvel ezelőtt
    So in “C” you need to point to evidence—the real reasons why people should believe that you really do provide that unique value referenced in “B.”
  • Patrick Walther Thomsenidézett7 évvel ezelőtt
    What do we have to start, change, or stop doing in order to really deliver on our brand identity and competitive positioning?

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