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What Great Brands Do
Denise Lee Yohn
A Condensed Summary of "What Great Brands Do" by Denise Lee Yohn
Overview
"What Great Brands Do" by Denise Lee Yohn is a comprehensive guide that explores the essential elements of successful brands. Yohn, a brand-building expert and consultant, shares her insights and strategies for creating and sustaining great brands. Through real-life examples and case studies, she argues that successful brands differentiate themselves by focusing on their core values, consistently delivering a unique brand experience, and cultivating a strong brand culture. By consistently applying these principles, companies can build enduring and influential brands that resonate with their customers and create lasting success.
Key Points / Ideas
Yohn presents several key points and ideas throughout the book. These include:
1. Purpose-driven branding:
Yohn emphasizes the importance of defining and implementing a clear purpose for your brand. She argues that purpose-driven brands have a competitive advantage because they connect with customers on a deeper level. Supporting this argument, Yohn presents examples such as TOMS, which has a "One for One" giving program, and receives strong customer loyalty and support as a result.
2. Brand differentiation:
The author illustrates the significance of differentiation in building successful brands. Yohn suggests that brands should identify and communicate their unique value proposition, setting themselves apart from competitors. Virgin Atlantic is cited as an example of successful differentiation by offering a distinctive, fun and unique in-flight experience.
3. Consistency in brand experience:
Yohn asserts the importance of delivering a consistent brand experience across all touchpoints. To support her argument, she highlights brands like Starbucks, which created a familiar and comfortable environment in all its stores, reinforcing their brand promise of delivering a premium coffee experience.
4. Cultivating a strong brand culture:
Yohn emphasizes the influence of a strong brand culture on the success of a company. She discusses the significance of aligning the company's internal culture with its external brand promise. The author exemplifies this concept through Zappos, known for its strong customer-centric culture that reflects in its exceptional customer service.
Conclusion
"What Great Brands Do" provides a valuable roadmap for building and cultivating successful brands. By focusing on purpose-driven branding, differentiation, consistency in brand experience, and a strong brand culture, companies can create powerful and influential brands. Denise Lee Yohn's book is filled with relevant examples and practical strategies to help businesses establish their own unique brand identities. Readers interested in deepening their understanding of brand-building should consider exploring this book further. Additionally, other recommended readings on the topic include "Building Strong Brands" by David Aaker and "Brandwashed" by Martin Lindstrom.
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