What Great Brands Do

How great organizations put their company's brand front and center. Research suggests that only a small portion of companies practice brand-building the way great brands do. "What Great Brands Do" reveals how exceptional firms rely on a brand-as-business management approach in order to grow and succeed in tough economic climates, regardless of the size of their marketing budgets. This must-have guide distills their approach into seven guiding principles and best practices to provide a thoughtful and practical methodology for putting a company's brand in the driver's seat of the organization.

"What Great Brands Do" shows how a diverse group of great companies have all used their exceptional brand platforms as management tools to fuel, align, and get guide every task they undertake--and have achieved higher-than-average profit margins as a results. This vital guide outlines the seven great brands' principles: Great brands start inside; Great brands avoid selling products; Great brands ignore trends; Great brands don't chase customers; Great brands sweat the small stuff; Great brands commit and stay committed; and Great brands never need to "give back."Offers seven principles and practices that any company can adopt to build a successful brandIncludes real-world examples from such high-profile companies as IBM, REI, Starbucks, and Lululemon. Written by Denise Lee Yohn, an acclaimed brand-as-business consultant, whose client include Frito-Lay, VF Corporation (including Nautica brand), New Balance Athletic Shoe Inc., Brookstone, Asics, Jamba Juice, Jack in the Box, and more.

"What Great Brands Do" will change the way you think about and work with brand-building, it is essential reading for any business leader who wants to ensure that current brand activities help lay the foundation for continued growth.