What Great Brands Do by Yohn, Denise Lee -- Read -- Imperial Library of Trantor

Index

Cover Contents Title Copyright Dedication 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