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.

• Reveals the seven key principles that the world's best brands consistently implement
• Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands
• Provides tools and strategies that organizations can start using right away

Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Denise enjoys challenging readers to think differently about brand leadership. With that goal in mind, she has written several books including the bestseller What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest and the new book FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies.

She is a regular contributor to the Harvard Business Review and Forbes and has been a sought-after writer for publications including Fast Company, Entrepreneur, Knowledge@Wharton, ChangeThis, Seeking Alpha, QSR Magazine, among others. News media including CNBC, The Wall Street Journal, and The New York Times call on Denise when they want an expert point-of-view on hot business issues.

When she’s not writing or speaking, Denise serves as a board member of San Diego Sport Innovators and the non-profit Plant with Purpose. She has also served as an advisory board member of the Millennium Alliance and World Brand Congress, a judge for the Association of Management Consulting Firms Awards, a finalist selection committee member for CONNECT’s Most Innovative New Product Awards, and the brand director for TEDxSanDiego

Outside of her professional roles, Denise counts hiking to Everest Base Camp, dancing with a professional ballet company, and flying a helicopter as some of her greatest life experiences.

Source: deniseleeyohn.com