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 | Denise Lee Yohn is the go-to expert on brand-building for national media outlets, an in-demand speaker and consultant, and an influential writer. She is the author of the bestselling book What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass) and the e-book Extraordinary Experiences: What Great Retail and Restaurant Brands Do.www.deniseleeyohn.com
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