What Great Brands Do Book Summary - What Great Brands Do Book explained in key points
Listen to the Intro

What Great Brands Do summary

Denise Lee Yohn

The Seven Brand-Building Principles That Separate the Best from the Rest

4.4 (104 ratings)
22 mins
Table of Contents

    What Great Brands Do
    summarized in 10 key ideas

    Audio & text in the Blinkist app
    Key idea 1 of 10

    A brand is the personality of a business, and it should guide a company’s every action.

    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.

    Want to see all full key ideas from What Great Brands Do?

    Key ideas in What Great Brands Do

    More knowledge in less time
    Read or listen
    Read or listen
    Get the key ideas from nonfiction bestsellers in minutes, not hours.
    Find your next read
    Find your next read
    Get book lists curated by experts and personalized recommendations.
    Shortcasts New
    We’ve teamed up with podcast creators to bring you key insights from podcasts.

    What is What Great Brands Do about?

    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.

    Best quote from What Great Brands Do

    Simply put, your brand is what your company does and how you do it.

    —Denise Lee Yohn
    example alt text

    Who should read What Great Brands Do?

    • CEOs, executives and company founders
    • Anyone interested in marketing or branding

    About the Author

    Denise Lee Yohn is a recognized brand expert, speaker and writer who specializes in teaching companies how to implement their brands on an operational level.


    © Denise Lee Yohn: What Great Brands Do copyright 2014, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

    Categories with What Great Brands Do

    Books like What Great Brands Do

    People ❤️ Blinkist
    Sven O.

    It's highly addictive to get core insights on personally relevant topics without repetition or triviality. Added to that the apps ability to suggest kindred interests opens up a foundation of knowledge.

    Thi Viet Quynh N.

    Great app. Good selection of book summaries you can read or listen to while commuting. Instead of scrolling through your social media news feed, this is a much better way to spend your spare time in my opinion.

    Jonathan A.

    Life changing. The concept of being able to grasp a book's main point in such a short time truly opens multiple opportunities to grow every area of your life at a faster rate.

    Renee D.

    Great app. Addicting. Perfect for wait times, morning coffee, evening before bed. Extremely well written, thorough, easy to use.

    People also liked

    Start growing with Blinkist now
    26 Million
    Downloads on all platforms
    4.7 Stars
    Average ratings on iOS and Google Play
    Of Blinkist members create a better reading habit*
    *Based on survey data from Blinkist customers
    Powerful ideas from top nonfiction

    Try Blinkist to get the key ideas from 5,500+ bestselling nonfiction titles and podcasts. Listen or read in just 15 minutes.

    Start your free trial