If you want to dramatically improve your company, the solution may be right under your nose – in your brand. The trouble is that average businesses use their brand as an outwardly facing symbol or a message. Denise Lee Yohn argues that only when their brand becomes who they are and the compass for all their decisions, can they change their game.
In What Great Brands Do, Denise shares her exercises, tools and action steps that she’s used in her twenty-five years of consulting with dozens of Fortune 1000 brands. They are organized into seven chapters that describe the seven most distinctive principles of what great brands do (and don’t do!). When your company adopts all these principles, your brand will be transformed to greatness!
Enjoy my summary of the top 3 gems from her excellent book What Great Brands Do