Denise Lee Yohn’s “What Great Brands Do” is a comprehensive guide to building a successful brand. The book offers practical advice and insights on how to create a brand that resonates with customers and stands out from the competition. Yohn provides a step-by-step approach to building a brand, starting with defining your brand’s purpose and values, and ending with creating a brand experience that is memorable and meaningful.
The book is divided into three parts. In Part One, Yohn introduces the idea of brand-as-business strategy and explains why it is essential for companies to have a clear brand identity. She also provides a framework for developing a brand strategy that aligns with your business goals and objectives. In Part Two, Yohn delves into the various elements of a brand, including brand positioning, brand messaging, and brand experience. She offers tips on how to create a brand that is authentic, relevant, and differentiated. In Part Three, Yohn provides case studies of successful brands, including Zappos, Amazon, and Apple, and explains how they have built their brands over time. She also offers advice on how to measure the success of your brand and how to continually evolve it to stay relevant.
Each chapter of the book is packed with actionable advice and insights. In Chapter One, Yohn explains why brands matter and how they can drive business success. She provides examples of brands that have successfully leveraged their brand to grow their business. In Chapter Two, Yohn introduces the concept of brand-as-business strategy and explains why it is essential for companies to have a clear brand identity. She also provides a framework for developing a brand strategy that aligns with your business goals and objectives. In Chapter Three, Yohn delves into the various elements of a brand, including brand positioning, brand messaging, and brand experience. She offers tips on how to create a brand that is authentic, relevant, and differentiated. In Chapter Four, Yohn provides a case study of Zappos and explains how they have built their brand over time. She also offers advice on how to measure the success of your brand and how to continually evolve it to stay relevant. In Chapter Five, Yohn delves into the importance of brand messaging and provides tips on how to create a messaging platform that resonates with customers. In Chapter Six, Yohn provides a case study of Amazon and explains how they have built their brand over time. She also offers advice on how to measure the success of your brand and how to continually evolve it to stay relevant. In Chapter Seven, Yohn delves into the importance of brand experience and provides tips on how to create a memorable and meaningful brand experience. In Chapter Eight, Yohn provides a case study of Apple and explains how they have built their brand over time. She also offers advice on how to measure the success of your brand and how to continually evolve it to stay relevant.
In conclusion, “What Great Brands Do” is a must-read for anyone looking to build a successful brand. Yohn provides a step-by-step approach to building a brand that is authentic, relevant, and differentiated. The book is packed with actionable advice and insights, and the case studies of successful brands provide real-world examples of how to build a brand over time. Whether you are a small business owner or a marketing professional, “What Great Brands Do” is a valuable resource that will help you create a brand that resonates with customers and stands out from the competition.
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