Issue 114 - 02 | A Brand-Builder’s Guide to the Universe: 17 Ways to Build a Great Brand Today
By Denise Lee Yohn Published Feb. 19, 2014 1:00 p.m.

“Companies with great brands conceive of their brands as complete strategic platforms. They identify the key values and attributes that define their brands and then use them to fuel, align, and guide everything they do. Operationalizing their brands in this way produces results because companies aren’t simply expressing or marketing their brands—they’re using them to ignite their organizations and create real business value.

This manifesto highlights seventeen developments that are influencing brand-building today and what great brands are doing about them.”


About Denise Lee Yohn | Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony and Frito-Lay, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority on building and positioning exceptional brands. Her book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest was published by Jossey-Bass in January, 2014.

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