What Great Brands Do

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

By Denise Lee Yohn (2014)

Discover proven strategies for building powerful, world–class brands It′s tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their...