Description
Book SynopsisDiscover 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.
Trade ReviewYohn, a branding consultant and speaker, with an all-star client list that includes Sony, Frito-Lay, and Burger King, knows exactly what it takes to raise a brand to the top and keep it there. Here she shares techniques that can elevate a brand to icon status. She explores how a great company can avoid obsolescence by using its brand as a management tool to fuel, align, and guide its people and initiatives. The eponymous seven brand-building principles are each given a chapter: start with a brand-building corporate culture; ignore trends; don't chase customers; commit and stay committed; and avoid selling products. Yohn's exercises, tools, and action steps will help elevate the conversation and undoubtedly enhance any company’s focus on branding. In addition to case studies that feature Google, Trader Joe's, IBM, and Shake Shack, Yohn provides her most valuable recommendations in her "Brand as Business" chapter, which ties together the seven principles and shows how to integrate them to produce growth and brand strength. Yohn's book is helpful reading for executives and managers at all levels, and it will guide the next generation of great brands. (Jan.) (Publishers Weekly, December 2013)
Table of ContentsIntroduction 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
