• What Great Brands Do

  • The Seven Brand-Building Principles that Separate the Best from the Rest
  • By: Denise Lee Yohn
  • Narrated by: Julie McKay
  • Length: 8 hrs and 18 mins
  • Unabridged Audiobook
  • Release date: 01-13-14
  • Language: English
  • Publisher: Audible Studios
  • 4.5 out of 5 stars (81 ratings)

Regular price: $19.95

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Publisher's Summary

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 25 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. This book:

  • 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.

©2014 Denise Lee Yohn, Inc. (P)2014 Audible Inc.

What members say

Average Customer Ratings

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Insightful.

Good book. Gave a lot of insight to the customer experience being more important than the actual product you may be selling. I did have a hard time coorelating it to the retail industry that I am in. But it did give me some great ideas on marketing strategy & how to create buzz through customer experiences.

1 of 1 people found this review helpful

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Great Guide. Will listen again!

As someone who is restarting a business, this is a great guide about positioning myself in a field that seems to be saturated. Many of the items I was doing, but didn't know how to put together. This book really helped me to clarify things. The next time I listen I will have to take more detailed notes. This is a must for anyone starting or restarting a business!!

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informative and challenging

this is a just read for anybody who is self employed, although the focus of the book is on large international brands the lessons prescribed are essential for the small regional and local business.

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Very helpful insights

We all already know who the great brands are and have our own repository of experiences with them. The author makes this content easily accessible by focusing on concrete examples and case studies that draw upon this latent knowledge to illustrate her points. She also provides helpful planning and diagnostic tools to break down the core elements of great brand building.

The only negative I would add is that the book starts off with one of the least engaging chapters, which also seemed less central to the concept. But it's still very much a worthwhile read.

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Good tips, but a bit boring

The book has some valuable tips, and definitely worth a listen. But the storytelling is a bit boring. Also it sometimes seams like the book is made for the book format, not auditable. But I got somthing out of it, so I would not say it was a complete waste of time.

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Inspirational

What a great read for entrepreneurs! This book does a great job explaining how to run your business as a brand. Very inspirational.

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Great listening

The book is a must read book for every marketer that wants to be successful. Very good based on many examples.

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A cricital voice in the world of branding!

If you could sum up What Great Brands Do in three words, what would they be?

Essential voice in branding.

What was one of the most memorable moments of What Great Brands Do?

Denise Lee Yohn offers a critical voice and fresh perspective in the clouded and crowded world of branding. In "What Great Brands Do" she offers key principles for world class brand building while keeping her finger on the pulse of what living, breathing brands face culturally, socially and creatively. The seven critical principles she offers within the book are grounded in practicality and give hope to any brand aiming for greatness, no matter if they're a start-up or well established.

What does Julie McKay bring to the story that you wouldn’t experience if you just read the book?

She keeps the content moving at a solid pace.

If you were to make a film of this book, what would the tag line be?

n/a

Any additional comments?

Most important, Denise weaves together the range of importance of a brand's culture, their ongoing relationship to audience and a powerful eye to how they view their own products.

1 of 2 people found this review helpful

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Excellent and detailed advice, but an annoying narrator

This book gave me some excellent, well structured and detailed advice. Without a doubt extremely useful, however the narrator got on my nerves. It’s incredibly distracting that she pronounces brand as branT. I don’t know if she’s trying to sound snobby and uptight, but i couldn’t stop paying attention to it and it got to be painfully distracting.

0 of 1 people found this review helpful

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www.coolhandbrand.com

Great Book! Be sure to visit coolhandbrand.com or the latest fashion, news, and up coming trends.

0 of 4 people found this review helpful