{"product_id":"what-great-brands-do-the-seven-brandbuilding-principles-that-separate-the-best-from-the-rest-9781118611258","title":"What Great Brands Do  The Seven BrandBuilding","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eDiscover 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eYohn, 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.) (\u003ci\u003ePublishers Weekly\u003c\/i\u003e, December 2013)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e1 Great Brands Start Inside 19\u003c\/p\u003e \u003cp\u003e2 Great Brands Avoid Selling Products 47\u003c\/p\u003e \u003cp\u003e3 Great Brands Ignore Trends 71\u003c\/p\u003e \u003cp\u003e4 Great Brands Don’t Chase Customers 99\u003c\/p\u003e \u003cp\u003e5 Great Brands Sweat the Small Stuff 125\u003c\/p\u003e \u003cp\u003e6 Great Brands Commit and Stay Committed 155\u003c\/p\u003e \u003cp\u003e7 Great Brands Never Have to “Give Back” 183\u003c\/p\u003e \u003cp\u003e8 The Eighth Principle: Brand as Business 209\u003c\/p\u003e \u003cp\u003eNotes 221\u003c\/p\u003e \u003cp\u003eAcknowledgments 239\u003c\/p\u003e \u003cp\u003eAbout the Author 241\u003c\/p\u003e \u003cp\u003eIndex 243\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406894702935,"sku":"9781118611258","price":20.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118611258.jpg?v=1730497474","url":"https:\/\/bookcurl.com\/products\/what-great-brands-do-the-seven-brandbuilding-principles-that-separate-the-best-from-the-rest-9781118611258","provider":"Book Curl","version":"1.0","type":"link"}