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von Yuval Noah Harari
The Seven Brand-Building Principles That Separate the Best from the Rest
What Great Brands Do by Denise Lee Yohn is a branding book that describes the seven principles of successful brand management. It offers practical insights and tools for building a strong and enduring brand.
Everyone recognizes contemporary brand superstars, like Apple, Nike and Zappos. So how did these brands become universally recognized household names?
Many people might believe that brand-building is just a matter of experimentation, good timing and sheer luck. In fact, nothing could be further from the truth.
Great brands achieve their iconic status when a company understands its brand and how it should influence the everyday running of the business.
A brand is much more than just the impression people have of your company and your product. A brand is the personality of your business, and therefore should shine through everything your company does.
Successful brands understand that people don’t just buy products based on a rational analysis of price and quality, but instead consider the feelings and values they associate with a brand. Having a coffee at Starbucks, for example, is not just about getting your morning caffeine fix. It’s also about the store’s sensory experience – the music, the furniture or the employees’ smiles – that you notice every time you walk through the front door.
But great brands also enjoy other benefits. One is that a company can enjoy higher profit margins. A study by the strategy consultancy Vivaldi Partners showed that customers are willing to pay higher prices for brand-name products than for other products.
Another benefit is that companies with a strong brand tend to have an easier time aligning their organization to a set of values. This is because a brand can be used like a strategic compass, guiding the company at large as to how it should build its corporate culture, design processes and craft marketing campaigns.
This is why Starbucks would never compromise the customer’s in-store experience, for example, by buying cheaper furniture. Even though the company could save costs in the short-term, such a decision would not be in line with the company’s brand.
In What Great Brands Do, author Denise Lee Yohn draws on her over twenty-five years of experience in brand-building to demystify the branding process. You’ll discover the main principles that have made brands such as Nike, Apple and Starbucks such iconic household names.
What Great Brands Do (2014) explores the strategies and practices of successful brands and reveals the keys to building a strong and lasting brand identity. Here are three reasons why this book is worth reading:
Simply put, your brand is what your company does and how you do it.
Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.
Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.
Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll
Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.
Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.
Hol dir mit Blinkist die besten Erkenntnisse aus mehr als 7.000 Sachbüchern und Podcasts. In 15 Minuten lesen oder anhören!
Jetzt kostenlos testenBlink 3 von 12 - Eine kurze Geschichte der Menschheit
von Yuval Noah Harari
What is the main message of What Great Brands Do?
The main message of What Great Brands Do is how successful brands stand out, and how any brand can achieve greatness.
How long does it take to read What Great Brands Do?
The reading time for What Great Brands Do varies based on your speed, but it typically takes a few hours. The Blinkist summary can be read in just 15 minutes.
Is What Great Brands Do a good book? Is it worth reading?
What Great Brands Do is worth reading for anyone interested in branding. It provides valuable insights and practical strategies in a concise and engaging manner.
Who is the author of What Great Brands Do?
Denise Lee Yohn is the author of What Great Brands Do.