What Great Brands Do
The Seven Brand-Building Principles that Separate the Best from the Rest
by:
Denise Lee Yohn
Summary:
The book outlines seven key principles that successful brands use to distinguish themselves in the market, such as starting brand-building inside the company and avoiding selling products. It provides insights and case studies on how these principles are applied by leading brands to create a strong brand identity and achieve business success.
Key points:
1. Brand as Core: Denise Lee Yohn suggests that successful brands integrate their identity into every business aspect, ensuring that products, services, and employee actions reflect the brand's values and mission.
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