What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest by Denise Lee Yohn is a book that provides insights into the strategies used by successful brands to build and maintain their brand identity. The book is based on the author’s extensive research and experience in the field of branding. The following is a comprehensive summary of the book:
Key Ideas:
1. Great brands start with a clear brand identity: Successful brands have a clear understanding of who they are, what they stand for, and what makes them unique. They use this understanding to create a brand identity that resonates with their target audience.
2. Great brands stay true to their brand identity: Successful brands are consistent in their messaging, visual identity, and customer experience. They stay true to their brand identity even as they evolve and grow.
3. Great brands create emotional connections with their customers: Successful brands create emotional connections with their customers by understanding their needs, desires, and aspirations. They use this understanding to create products and experiences that resonate with their customers on a deeper level.
4. Great brands cultivate a strong brand culture: Successful brands have a strong brand culture that is aligned with their brand identity. They hire employees who share their values and beliefs and empower them to deliver on the brand promise.
5. Great brands deliver on their brand promise: Successful brands deliver on their brand promise by consistently providing high-quality products and experiences that meet or exceed customer expectations.
6. Great brands innovate to stay relevant: Successful brands are constantly innovating to stay relevant and meet the changing needs of their customers. They use customer insights and market trends to inform their innovation strategies.
7. Great brands align their brand strategy with their business strategy: Successful brands align their brand strategy with their business strategy to ensure that their brand identity and values are reflected in all aspects of their business.
Key Concepts:
The following table highlights the key concepts discussed in the book:
| Key Concept | Description |
| — | — |
| Brand Identity | The unique set of values, beliefs, and attributes that define a brand |
| Consistency | The importance of maintaining a consistent brand message, visual identity, and customer experience |
| Emotional Connection | The importance of creating an emotional connection with customers by understanding their needs, desires, and aspirations |
| Brand Culture | The importance of cultivating a strong brand culture that is aligned with the brand identity |
| Brand Promise | The importance of delivering on the brand promise by consistently providing high-quality products and experiences |
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