What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (2014)

Denise Lee Yohn’s What Great Brands Do explores how iconic companies like Apple, Nike, and Zappos built their brands through intentional strategies rather than luck or a single visionary leader. Drawing from 25 years of consulting experience, Yohn presents a brand-as-business approach that strengthens brand identity, improves company culture, and boosts profitability. The book outlines seven key principles that top brands consistently follow, supported by case studies from companies like GE, IKEA, and Chipotle. Packed with actionable strategies for business leaders, What Great Brands Do serves as a practical blueprint for building a powerful and lasting brand.