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What Great Brands Do
Author: Denise Lee Yohn

ISBN: 9781118611258
Format: Hardcover
Number Of Pages: 272
Published: 27 December 2013
Country of Publication: US
Dimensions (cm): 23.1 x 16.6 x 2.6
Description:


What Great Brands Do shows how companies as diverse as IBM, REI, Starbucks, Lululemon, and more have all used their exceptional brand platforms as management tools to fuel, align, and guide every task they undertakeand have achieved higher-than-average profit margins as a result. What do these great brands have in common?

What Great Brands Do shows how these firms rely on a brand-as-business management approach to grow and succeed in tough economic climates, regardless of the size of their marketing budgets. What Great Brands Do distills their approach into seven guiding principles and accompanying best practices to provide a thoughtful and practical methodology for putting a companys brand in the drivers seat of the organization. The seven principles are:
Great brands start inside
Great brands avoid selling products
Great brands ignore trends
Great brands dont chase customers
Great brands sweat the small stuff</b

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