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.

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

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