What Great Brands Do E-Book

Denise Lee Yohn

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 359

Veröffentlichungsjahr: 2013

Beschreibung

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 ordinary brands into industry leaders. In other words, great brands can be built--and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. * Reveals the seven key principles that the world's best brands consistently implement * Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands * Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Leseprobe

Contents

Introduction

Chapter 1: Great Brands Start Inside

Putting Internal Brand Culture First

Extend Your Brand-Building Culture Externally

Culture Drives the Business

Execute First; Communicate Later

Chapter 2: Great Brands Avoid Selling Products

Emotions Trump Efficacy

Emotional Brand Building for Long-Term Customer Relationships

Expanding Your Brand Footprint Through Emotion

What Business Is Your Brand In?

Emotional Rescue

Chapter 3: Great Brands Ignore Trends

The Risky Business of Trend Following

Challenging Business-as-Usual

Anticipating and Advancing Cultural Movements

Making the Internal Connection

Create Your Own Future

Chapter 4: Great Brands Don’t Chase Customers

Using Magnetic Appeal to Attract Customers

A Strong Brand Identity Attracts the Ideal Customer

Creating a Brand-Centered Customer Strategy

Great Brands Employ Brand Attraction

Chapter 5: Great Brands Sweat the Small Stuff

Speaking Through Design

Valuing the Customer Experience

Pursuing the Seamless Customer Experience

Make the Small Stuff Your Business

Making the Small Stuff Big

Chapter 6: Great Brands Commit and Stay Committed

What’s Your Core Ideology?

Commitment Creates Focus

Sacrificing the Sacred to Define Your Brand

Committing for the Long Term

Great Brands Persevere

Chapter 7: Great Brands Never Have to “Give Back”

The End of “Goodwashing”

Rethinking CSR

Starting with the End in Mind

Making a Better World by Inspiring Widespread Change

Back to the Beginning

Chapter 8: The Eighth Principle

Brand Building Trumps Branding

Using the Seven Principles to Trouble-Shoot Your Business

The Challenge of Brand Leadership

Acknowledgments

About the Author

More from Wiley

Index

Praise for What Great Brands Do

“If, like me, you’ve never been a ‘brand person,’ let Denise Lee Yohn be your guide in building your brand into your business. Follow her principles, embrace her tools, and execute through every single thing you do. As she taught me, that’s what great brands do.”

—B. Joseph Pine II, coauthor, The Experience Economy and Authenticity

“While brands have become increasingly complex and challenging to manage, Denise has done a terrific job of breaking down what matters in building brands that don’t just thrive, but win.”

—Scott Davis, chief growth officer, Prophet, and author, Building the Brand-Driven Business

Copyright © 2014 by Denise Lee Yohn, Inc. All rights reserved.

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Library of Congress Cataloging-in-Publication Data

Yohn, Denise Lee, 1967-

What great brands do : the seven brand-building principles that separate the best from the rest / Denise Lee Yohn.

pages cm

Includes bibliographical references and index.

ISBN 978-1-118-61125-8 (cloth); ISBN 9781118824405 (ePDF); ISBN 9781118824337 (ePub)

1. Branding (Marketing) 2. Brand name products. I. Title.

HF5415.1255.Y64 2014

658.8’27—dc23

2013032239

For Chris

Introduction

The most important lesson of history, it’s been said, is that people don’t learn very much from history.1 That thought has occurred to me at times when I’ve heard the offhand comment that Kodak, one of the greatest brands on Earth not that long ago, was ruined by the digital camera. Anyone who believes that a great brand can be undone by mere changes in technology doesn’t fully understand what makes great brands great.

Kodak ranked as one of the four most valuable brands in the world in 1996, just behind Disney, Coca-Cola, and McDonald’s.2 It had earned that ranking after decades of being the dominant U.S. maker of affordable cameras and photographic film. Kodak was known as “America’s storyteller,” and its advertising delivered powerfully memorable messages such as “Kodak, for the times of your life.” The “Kodak moment” even became a pop-culture catchphrase. Kodak’s name was seared into the public’s consciousness as being synonymous with good times and fond memories.

When Kodak filed for bankruptcy in 2012, it had lost $30 billion in market value in the fourteen short years since its profits peaked in 1999.3 The cause of Kodak’s stunning fall has been attributed to claims that Kodak was too slow to move to digital photography, and that it failed to make quality digital-age products. Poor strategic planning, lack of foresight, and inept product development and design have all been claimed as contributing factors.

There is no question that digital photography eroded Kodak’s high-profit film and developing businesses. But what if Kodak’s many inadequate responses to this challenge were mere symptoms of a deeper problem at Kodak? What if all of the company’s disappointments and failures during its years of decline were really rooted in one central failure—a failure to follow through on an integral brand strategy? What if Kodak failed simply because Kodak no longer did what great brands do?

This book is an examination of how great brands manage to avoid the fate of Kodak and other faded companies by using their brands as management tools to fuel, align, and guide every person in the organization and every task they undertake. I show how companies as diverse as IBM, REI, Starbucks, and IKEA have all successfully relied on a management approach that drives their culture, company operations, and customer experiences—an approach I call “brand as business.” With brand as business, the brand is the central organizing and operating idea of the business. Great brands use the brand-as-business management approach to grow and succeed in tough economic climates, regardless of the size of their marketing budgets. The seven guiding principles of What Great Brands Do and their accompanying action steps and exercises provide a step-by-step methodology for putting your company’s brand where it belongs—in the driver’s seat of your organization.

Beyond Advertising: Brand as Business

As companies with great brands demonstrate, brand building is in no way confined to advertising and marketing. The proliferation of social networks and the pervasiveness of marketing in recent years may give the impression that companies should elevate the brand communication function, but growth in brand equity and influence comes from an entirely different way of thinking about and using brands. Brand building involves the brand as an integral way of managing and growing a business. So this book is for business leaders, owners, and general managers—the people who drive the culture, core operations, and customer experiences of an organization. These are the people who can ensure their companies unleash the full potential of their brands.