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 | Denise Lee Yohn is the go-to expert on brand leadership for national media outlets, an in-demand speaker and consultant, and an influential writer. Denise is the author of the bestselling book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest and the new book FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies.

View 3 other manifestos by this author

Related Books

How Integrating Brand and Culture Powers the World's Greatest Companies
Hardcover  (9781473676985) 
Published 03/2018  by Nicholas Brealey Publishing 
Price: $18.87 to $23.96
The Seven Brand-Building Principles That Separate the Best from the Rest
Hardcover  (9781118611258) 
Published 01/2014  by Jossey-Bass 
Price: $17.63 to $22.39
Search manifestos:

Recent Popular Manifestos

View all