What Great Brands Do

Résumé du livre

Denise Lee Yohn, a brand-building and brand-leadership expert, is a business consultant, keynote speaker and influential business author. A regular contributor to Harvard Business Review and Forbes, she is also the author of What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest.

A brand’s role extends beyond marketing—it’s equally vital within a company, fostering alignment and collaboration among employees around shared principles. When corporate culture reflects brand values, it strengthens both internal cohesion and external impact. Tools like brand toolkits and engagement sessions help employees internalize and embody these values, ensuring consistency across all touchpoints, from product design to customer interactions. However, brands must avoid chasing fleeting trends, trying to please everyone, or prioritizing growth at the expense of integrity, as these missteps dilute identity and trust. Instead, successful brands focus on their core audience, align with their foundational principles, and create meaningful connections through thoughtful strategies. By doing so, they not only achieve business success but also contribute positively to society, as seen in initiatives like Starbucks’ "Create Jobs for USA," which aligned with its values while addressing community needs.

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