About this item
Discover proven strategies for building powerful, world-class brands in this 800CEOREAD bestseller 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.
About the Author
Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony, Frito-Lay, and Burger King, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority on building and positioning exceptional brands.
Denise initially cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing. She served as lead strategist at advertising agencies for Burger King and Land Rover and as the marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs. Denise went on to head Sony Electronic Inc.'s first ever brand office, where she was the vice president/general manager of brand and strategy and garnered major corporate awards.
An influential writer, Denise is the author of the best-selling book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass) , and the new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. She enjoys challenging readers to think differently about brand-building in her regular contributions to Harvard Business Review, Forbes, Seeking Alpha, and the well-regarded monthly column Brand New Perspectives to QSR Magazine.
Denise has regularly appeared on FOX Business TV and is a popular source for CNBC, The Wall Street Journal, The New York Times, and many other national and international media. In 2008 she launched her blog, brand as business bites™, which the Marketing Executives Networking Group (MENG) named as one of the top 20 marketing blogs.
With her expertise and personal approach, Denise delivers an array of inspirational workshops, presentations, and keynote addresses to business leaders in all industries. When she's not writing or speaking, she serves on the board of directors for San Diego Sport Innovators and the YMCA.
Learn more about Denise at http://deniseleeyohn.com
