What great brands do : the seven brand-building principles that separate the best from the rest / Denise Lee Yohn.
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. However, these companies all adopted specific approaches and principles that transformed their...
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Full Text (via O'Reilly/Safari) |
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| Language: | English |
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San Francisco, CA :
Jossey-Bass, A Wiley Brand,
[2014]
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MARC
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| 100 | 1 | |a Yohn, Denise Lee, |d 1967- |1 https://id.oclc.org/worldcat/entity/E39PBJtRJGrtPbBtmrHV7gWv73 | |
| 245 | 1 | 0 | |a What great brands do : |b the seven brand-building principles that separate the best from the rest / |c Denise Lee Yohn. |
| 264 | 1 | |a San Francisco, CA : |b Jossey-Bass, A Wiley Brand, |c [2014] | |
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| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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 -- Great brands never have to give back -- The eighth principle: brand as business. | |
| 588 | 0 | |a Print version record and CIP data provided by publisher. | |
| 520 | |a 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. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built--and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Brand name products. | |
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| 650 | 7 | |a Branding (Marketing) |2 fast | |
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