What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest

By Denise Lee Yohn

Detect confirmed concepts for construction strong, world-class brands
It's tempting to think that manufacturers like Apple, Nike, and Zappos accomplished their iconic statuses as a result of serendipity, an inconceivable magic formulation, or perhaps the genius of a unmarried visionary chief. even if, those businesses all followed particular ways and rules that remodeled their traditional manufacturers into leaders. In different phrases, nice manufacturers could be built—and Denise Lee Yohn understands precisely tips on how to do it. supplying a clean viewpoint, Yohn's What nice manufacturers Do teaches an leading edge brand-as-business technique that boosts model identification whereas boosting revenue margins, enhancing corporation tradition, and developing superior stakeholder relationships. Drawing from twenty-five years of consulting paintings with such best manufacturers as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key ideas of her brand-as-business strategy.

Reveals the seven key ideas that the world's top manufacturers always implement
Presents case experiences that discover the logo development successes and screw ups of businesses of all sizes together with IBM, Lululemon, Chipotle Mexican Grill, and different impressive brands
Provides instruments and methods that businesses can commence utilizing correct away
Filled with unique information for CEOs, COOs, marketers, and different association leaders, What nice manufacturers Do is an important blueprint for launching any model to meteoric heights.

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Http://www. businessweek. com/articles/2012-11-08/volunteerism-as-a-core-competency. 7. AT&T Aspire web site homepage, AT&T site. http://www. att. com/gen/press-room? pid=2631. eight. Dawkins, Jenny, and Stewart Lewis. “CSR in Stakeholder expectancies: And Their Implication for corporation Strategy,” magazine of commercial Ethics, could 2003. http://im. univie. ac. at/fileadmin/user_upload/proj_wind-sperger/KFK/KfK/CSR. pdf. nine. Edelman learn. “5 Years of goal: The Reengineering of name Marketing,” Scribd. com, 2010. http://www. scribd. com/doc/90411623/Executive-Summary-2012-Edelman-goodpurpose%C2%AE-Study. 10. Dawkins and Lewis, “CSR in Stakeholder expectancies. ” eleven. Edelman study, “5 Years of objective. ” 12. Gerzema, John, and David Roth. “Reputation, objective and earnings: Bridging the Gap,” Brandz most sensible a hundred Most worthy worldwide manufacturers 2012, n. d. , p. eleven. http://media. rtl. nl/media/financien/rtlz/2012/2205brandsgeheel. pdf. thirteen. Ibid. 14. Ibid. 15. “Create Jobs for united states three hundred and sixty five days Anniversary,” Starbucks. com, November 2, 2012. http://news. starbucks. com/article_display. cfm? article_id=714. sixteen. Champniss, man. “Your Sustainability Message: now not adequate air of secrecy to illuminate the Room? ” CSR Newswire, July 20, 2012. http://www. csrwire. com/blog/posts/473-your-sustainability-message-not-enough-charisma-to-light-up-the-room#. 17. Silverthorne, Sean. “The leading edge Corporation,” HBS operating wisdom, October five, 2009. http://hbswk. hbs. edu/item/6295. html. 18. Ibid. 19. Chouinard, Yvon. allow My humans go online (London, England: Penguin Books), 2005. 20. “Our reason behind Being,” Patagonia. com. http://www. patagonia. com/us/patagonia. cross? assetid=2047&ln=140. 21. “Patagonia’s Footprint Chronicles,” Patagonia. com. http://www. patagonia. com/us/footprint/. 22. Smith, Daniel P. “The aid After the Storm,” QSR journal, may perhaps 2011. http://www. qsrmagazine. com/exclusives/help-after-storm. 23. “Chipotle Backing Veggie U with school room Program,” FastCasual. com, August sixteen, 2012. http://www. fastcasual. com/article/199065/Chipotle-backing-Veggie-U-with-classroom-program. 24. “Hear All approximately It: New expertise for site visitors who're tough of Hearing,” ShakeShack. com, February 26, 2013. http://www. shakeshack. com/2013/02/26/hear-all-about-it-new-technology-for-guests-who-are-hard-of-hearing/. 25. Mohan, Anne Marie. “Is CSR useless? research indicates ‘Brand Citizenship’ extra very important to Consumers,” Packaging global, October 1, 2012. http://www. packworld. com/sustainability/corporate-social-responsibility/csr-dead-study-shows-brand-citizenship-more-important. 26. Don Fox, CEO, Firehouse Subs, own interview with writer Denise Lee Yohn on may possibly 29, 2012. 27. Ibid. 28. Ibid. 29. “Hero Cup,” FirehouseSubs. com, 2013. http://www. firehousesubs. com/Hero-Cups. aspx. 30. “Franchise Overview,” FirehouseSubs. com, 2013. http://www. firehouse-subs. com/Franchise-Overview. aspx. 31. “How you could Help,” FirehouseSubs. com, 2013. http://www. firehouse-subs. com/How-You-Can-Help. aspx. 32. Fox, Don. “San Diego. ” inner most electronic mail message to writer Denise Lee Yohn, January 19, 2013. 33. Don Fox, own interview. 34. Ibid. 35. Ibid.

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