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What Great Brands Do by Denise Lee Yohn

Title What Great Brands Do
Author Denise Lee Yohn
Publisher John Wiley & Sons
Release Date 2013-11-20
Category Business & Economics
Total Pages 272
ISBN 9781118824337
Language English, Spanish, and French
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Book Summary:

Discover proven strategies for building powerful, world-classbrands It's tempting to believe that brands like Apple, Nike, andZappos achieved their iconic statuses because of serendipity, anunattainable magic formula, or even the genius of a singlevisionary leader. However, these companies all adopted specificapproaches and principles that transformed their ordinary brandsinto industry leaders. In other words, great brands can bebuilt—and Denise Lee Yohn knows exactly how to do it.Delivering a fresh perspective, Yohn's What Great Brands Doteaches an innovative brand-as-business strategy that enhancesbrand identity while boosting profit margins, improving companyculture, and creating stronger stakeholder relationships. Drawingfrom twenty-five years of consulting work with such top brands asFrito-Lay, Sony, Nautica, and Burger King, Yohn explains keyprinciples of her brand-as-business strategy. Reveals the seven key principles that the world's best brandsconsistently implement Presents case studies that explore the brand building successesand failures of companies of all sizes including IBM, Lululemon,Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can startusing right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, andother organization leaders, What Great Brands Do is anessential blueprint for launching any brand to meteoricheights.

What Great Brands Do by Denise Lee Yohn

Title What Great Brands Do
Author Denise Lee Yohn
Publisher John Wiley & Sons
Release Date 2014-01-07
Category Business & Economics
Total Pages 272
ISBN 111861125X
Language English, Spanish, and French
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Book Summary:

Offers advice for building an exceptional organizational brand by emulating the techniques of the great industry icons, and manifesting seven principles of successful branding.

Fusion by Denise LeeYohn

Title Fusion
Author Denise LeeYohn
Publisher Nicholas Brealey
Release Date 2018-03-13
Category Business & Economics
Total Pages 228
ISBN 9781473676992
Language English, Spanish, and French
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Book Summary:

Learn how to unleash the power of brand-culture fusion to achieve sustainable competitive advantage and new growth. "This compelling book shows how to connect the image you present to the outside world with the values and norms that operate inside your world of work." --Adam Grant, New York Times bestselling author of Originals and Give and Take "Denise Lee Yohn hit a home run with her first book, What Great Brands Do. Now she's written FUSION and it is just as provocative. Denise proves beyond a shadow of a doubt that great companies are powered by brand-culture fusion. I highly recommend this book!" --Ken Blanchard, Coauthor, The New One Minute Manager®, Coeditor, Servant Leadership in Action Internal culture + External brand = FUSION For years, leaders at companies like Southwest, Starbucks, and Google have done something differently that's put their organizations at the top of "the most admired companies," "best brands," and "great workplaces" lists. They don't often talk about that "something" specifically in terms of brand-culture fusion, but, as author Denise Lee Yohn reveals, aligning and integrating their brands and cultures is precisely how they've achieved their successes. Independently, brand and culture are powerful, unsung business drivers. But Denise shows that when you fuse the two together to create an interdependent and mutually reinforcing relationship between them, you create organizational power that isn't possible by simply cultivating one or the other alone. Through detailed case studies from some of the world's greatest companies (including Amazon, Airbnb, Adobe, Nike, and Salesforce), exclusive interviews with company executives, and insights from Denise's 25+ years working with world-class brands, FUSION provides readers with a roadmap for increasing competitiveness, creating measurable value for customers and employees, and future-proofing their business. This is a must-read for readers interested in workplace culture, brand management, strategy, leadership, employee experience, employee engagement, integration, branding, and organization development.

Power Branding by Steve McKee

Title Power Branding
Author Steve McKee
Publisher St. Martin's Press
Release Date 2014-01-07
Category Business & Economics
Total Pages 256
ISBN 9781137413529
Language English, Spanish, and French
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Book Summary:

Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald's, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.

Brand Now by Nick Westergaard

Title Brand Now
Author Nick Westergaard
Publisher AMACOM
Release Date 2018-05-08
Category Business & Economics
Total Pages 240
ISBN 9780814439234
Language English, Spanish, and French
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Book Summary:

Capture their attention-and keep it! With the rise of digital media, you'd think it would be easier than ever to be heard. Yet, most messages fail to cut through the clutter. Consumers are overwhelmed. Ads alone aren't effective. And you can't just churn out content and connect on every social network. To stand out today, you need to start with your brand. Brand Now uncovers the new rules of branding in our complex and chaotic world. Written by the author of Get Scrappy, the digital marketing bible for business, this latest book explains how to build brands that resonate both online and off. The book helps you: Create a brand with meaning * Reinforce it with the right touchpoints * Hone your brand's unique story * Share it through engaging content * Cultivate a sense of community * Craft a coherent experience * Stand out with simplicity and transparency The world may be growing louder, but with Brand Now's big ideas and practical toolbox, you can break through the noise-and win a place in the hearts and minds of your customers.

Sticky Branding by Jeremy Miller

Title Sticky Branding
Author Jeremy Miller
Publisher Dundurn
Release Date 2015-01-10
Category Business & Economics
Total Pages 256
ISBN 9781459728110
Language English, Spanish, and French
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Book Summary:

Stand out, attract customers and grow your company into a sticky brand. Sticky Branding provides practical, tactical ideas of how mid-market companies — companies with a marketing budget, but not a vast one — are challenging the status quo and growing sticky brands.

Kellogg On Branding by Alice M. Tybout

Title Kellogg on Branding
Author Alice M. Tybout
Publisher John Wiley & Sons
Release Date 2011-01-07
Category Business & Economics
Total Pages 352
ISBN 9781118046036
Language English, Spanish, and French
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Book Summary:

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Scale Up Your Brand Workbook by Denise Lee Yohn

Title Scale Up Your Brand Workbook
Author Denise Lee Yohn
Publisher Createspace Independent Publishing Platform
Release Date 2016-12-25
Category
Total Pages 34
ISBN 1541140087
Language English, Spanish, and French
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Book Summary:

Introducing a new workbook Scale-Up Your Brand: How To Set Up Your Brand for Success in 5 Steps from Denise Lee Yohn, brand-building expert, speaker, and author of the bestselling book What Great Brands Do.Scale-Up Your Brand is a step-by-step guide to develop a strong, valuable, sustainable brand strategy that will help you scale. Packed with exercises, instructions, and helpful tips36-pages with room for taking notes and documenting decisionsPlus a bonus: Brand Assessment Tool With this workbook, you will: Lay the foundation for your brand to inspire true customer loyalty, improve your profit margin, and increase the longevity of your businessSpecify how you plan to compete and winAchieve clarity, focus, and alignment on your priorities among everyone who works on your business Get your workbook now...and get ready to scale!

Brand New by G. Michael Maddock

Title Brand New
Author G. Michael Maddock
Publisher John Wiley & Sons
Release Date 2011-03-23
Category Business & Economics
Total Pages 240
ISBN 9781118095942
Language English, Spanish, and French
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Book Summary:

Brand New’s revolutionary innovation process is a proven road map you can put to work immediately to create successful new products, services, and business models. Written by leading innovation practitioners, and the coauthor of the bestseller Customers for Life, the authors of this tightly focused, highly entertaining book have nailed the issue perfectly when it comes to successfully introducing anything new. Research shows people like new products and services. Indeed they go out of their way to try to find them. Yet companies are truly terrible at providing new products and services that meet these customers’ needs. Why are companies so bad at giving customers what they want? Because they lack a simple proven process that makes sure innovation occurs efficiently time after time. No one knows this better than Mike Maddock and his team at Maddock Douglas, the Agency of Innovation,TM which has worked closely with more than a quarter of Fortune 100. To solve the innovation paradox, Maddock explains the process his team has used to help the world’s best companies and shows you how to Find needs and opportunity in the marketplace Come up with significant market insights Create compelling communication (using the actual words your customers use) to convince people to try your new creation What has worked for some of the world’s most successful companies, when it comes to innovation, will work for you. Start putting the lessons of Brand New to work for you...before the competition does.

Title Driven to Delight Delivering World Class Customer Experience the Mercedes Benz Way
Author Joseph Michelli
Publisher McGraw Hill Professional
Release Date 2015-12-08
Category Business & Economics
Total Pages 288
ISBN 9780071812276
Language English, Spanish, and French
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Book Summary:

A Wall Street Journal bestseller Why are Mercedes-Benz customers so loyal and passionate? Because the people at Mercedes-Benz are Driven to Delight In his previous bestsellers--The Starbucks Experience, The New Gold Standard, and Prescription for Excellence--Joseph Michelli revealed customer experience practices and strategies of beloved businesses. Now, in this timely new book, he shares the greatest customer-driven insights behind one of the most iconic brand names in the world: Mercedes-Benz USA. DRIVEN TO DELIGHT reveals: How Mercedes-Benz USA launched a multi-year program to elevate their customer experience--even though their product was already “best in class.” How they activated people, improved processes, and deployed technology to emotionally engage customers. How the Mercedes-Benz approach can jump-start any customer-driven business—by accelerating your commitment to the customer experience. Filled with exclusive front-seat insights from Mercedes-Benz employees, eye-opening testimonials from passionate Mercedes-Benz fans, and solid nuts-and-bolts advice for creating your own consumer-aligned road map, Driven to Delight will help you retool your strategies, reignite your customers, and refuel your team for the long haul. Mercedes-Benz. The name alone conjures images of luxury, innovation, quality, and performance. But in today’s market, you need more than a world-class product to outpace the competition--which is why the executives at Mercedes-Benz USA set a course to create a customer experience in keeping with their legendary cars. This is the story of how an organization became Driven to Delight. It reveals the action plan Mercedes-Benz USA used to catapult the company to first place rankings in national customer satisfaction studies while at the same time growing sales and profits. With unprecedented access to company personnel, customer experience expert Joseph Michelli charts the journey the company took and identifies the all-important keys to driving delight in any customer-based organization. You’ll learn how to: Create a compelling vision for exceptional customer experiences Identify the ever changing wants, needs, and desires of your customer segments Map out your key customer journeys and high value contact points Effectively evaluate customer perceptions throughout their journey with you Resolve customer needs swiftly and constantly improve your delivery processes Link rewards and recognition to customer experience excellence throughout your organization These proven techniques are part of the Mercedes-Benz USA “Driven to Delight” culture which sets a new gold standard in customer service, employee engagement, and peak performance. You’ll find step-by-step strategies that can be customized to fit your business model and customer needs. You’ll discover invaluable tools like Vision Mapping, Customer Journey Wheels, Customer-Centric Strategy and Resource Planning Processes --plus 20 Key Questions you can use to diagnose your progress and steer your company in the right direction. Along the way, you’ll get a rare first-hand comprehensive view of a world-class company in action. You’ll see how a “best or nothing” organization became customer obsessed, mile after mile, year after year. Most importantly, you’ll learn how to ramp up your own customer experience, rev up your customer commitment, and take your customers on a journey that’s bound to delight--the Mercedes-Benz way. Joseph A. Michelli is an internationally sought-after speaker, author, and organizational consultant. His books include The Starbucks Experience, The New Gold Standard, The Zappos Experience, Leading the Starbucks Way, and Prescription for Excellence, which hit #1 on The New York Times, Wall Street Journal, and USA Today bestseller lists.

Start With Why by Simon Sinek

Title Start with Why
Author Simon Sinek
Publisher Penguin
Release Date 2009-10-29
Category Business & Economics
Total Pages 256
ISBN 9781101149034
Language English, Spanish, and French
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Book Summary:

The inspiring, life-changing bestseller by the author of LEADERS EAT LAST and TOGETHER IS BETTER. In 2009, Simon Sinek started a movement to help people become more inspired at work, and in turn inspire their colleagues and customers. Since then, millions have been touched by the power of his ideas, including more than 28 million who’ve watched his TED Talk based on START WITH WHY -- the third most popular TED video of all time. Sinek starts with a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who've had the greatest influence in the world all think, act, and communicate the same way -- and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

Title The Brand Mapping Strategy
Author Karen Leland
Publisher Entrepreneur Press
Release Date 2016-06-20
Category Business & Economics
Total Pages 224
ISBN 9781613083390
Language English, Spanish, and French
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Book Summary:

A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That’s really the key to the new business mindset — the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities — both online and off — are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full. In short, you need to start a bunch of small fires to keep your brand burning hot. How can today’s CEOs, executives and entrepreneurs keep these fires going and powerfully get their messages across, motivate others to action and be authentic — all while simultaneously shepherding initiatives from creation to implementation in high-demand markets? CEO, executive and team branding are key factors that enable effective leaders to achieve peak performance, gain greater influence in their industries and generate increased engagement within their companies. By creating a brand (business or personal) by design instead of default, leaders and companies bring their brand promise into every interaction across the board. A personal, team or business brand is not just a single statement or a clever quip but a multilayered, congruent narrative told across multiple channels — online and off — within the organization and to the business community at large. The power is in knowing how to tell the story. The book will introduce CEOs and executives in Fortune 500 companies and entrepreneurs in SMBs to the SMG Brand Mapping Process©, a process that will guide them in creating personal, team and business brands that work in harmony and parallel with each other.

Unconscious Branding by Douglas Van Praet

Title Unconscious Branding
Author Douglas Van Praet
Publisher St. Martin's Press
Release Date 2012-11-13
Category Business & Economics
Total Pages 288
ISBN 9781137042781
Language English, Spanish, and French
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Book Summary:

For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

Get Scrappy by Nick Westergaard

Title Get Scrappy
Author Nick Westergaard
Publisher AMACOM
Release Date 2016-05-02
Category Business & Economics
Total Pages 247
ISBN 9780814437322
Language English, Spanish, and French
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Book Summary:

It’s an exciting time to be in marketing, with an array of equalizing platforms from the Internet to social media to content marketing, that have reset the playing field for businesses large and small. Yet, it's also a challenging time, with much work to do and an ever-changing array of platforms, features, and networks to master--all on tighter budgets than ever before. Don’t get discouraged, get scrappy!Weaving hacks, tips, idea starters, and more, chief brand strategist Nick Westergaard has provided in Get Scrappy a plan of attack for businesses of any size to:• Demystify digital marketing in a way that makes sense for your business• Do more with less• Build a strong brand with something to say• Create relevant and engaging content for your social media platforms• Spark dialogue with your community of customers• Measure what matters• And moreThe result will be a reliable, repeatable system for building your brand, creating engaging content, and growing your community of customers. Don’t wait for marketing to reinvent itself. Instead, proactively reinvent your company’s marketing to maximize its reach!

The Brand Bubble by John Gerzema

Title The Brand Bubble
Author John Gerzema
Publisher John Wiley & Sons
Release Date 2008-11-03
Category Business & Economics
Total Pages 272
ISBN 9780470449394
Language English, Spanish, and French
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Book Summary:

How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.

Build Great Brands by John Cinquina

Title Build Great Brands
Author John Cinquina
Publisher Createspace Independent Publishing Platform
Release Date 2014-02-11
Category Business & Economics
Total Pages 132
ISBN 1495446492
Language English, Spanish, and French
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Book Summary:

Great companies have great brands. In fact, the two go hand in hand. Build Great Brands is a book dedicated to helping the multitude of organisations and businesses in search of greatness and explosive growth by helping you unlock the power of brand. Brands don't just happen. They must be intentionally, authentically and practically built from the inside out. Build Great Brands is the perfect DIY manual to get you and your business started.

Marketing Flexology by Engelina Jaspers

Title Marketing Flexology
Author Engelina Jaspers
Publisher Flex Pro Media
Release Date 2018-08-14
Category Business & Economics
Total Pages 180
ISBN 1732015406
Language English, Spanish, and French
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Book Summary:

Marketing Flexology is a practical and proven step-by-step guide for creating a resilient and dynamic marketing capability that can withstand fluctuations, change, and daily crisis. Engelina Jaspers shares a proprietary framework, business examples, practical tips, and 30-years of experience on the front lines of numerous Fortune global companies.

Youtility by Jay Baer

Title Youtility
Author Jay Baer
Publisher Penguin
Release Date 2013-06-27
Category Business & Economics
Total Pages 240
ISBN 9781101633885
Language English, Spanish, and French
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Book Summary:

The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clut­ter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.

No Filter by Sarah Frier

Title No Filter
Author Sarah Frier
Publisher Simon and Schuster
Release Date 2021-09-28
Category Business & Economics
Total Pages 368
ISBN 9781982126810
Language English, Spanish, and French
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Book Summary:

"Award-winning reporter Sarah Frier reveals an inside, never-before-told, behind-the-scenes look at how Instagram defied the odds to become one of the most culturally defining apps of the decade"--

Title Return On Influence The Revolutionary Power of Klout Social Scoring and Influence Marketing
Author Mark Schaefer
Publisher McGraw Hill Professional
Release Date 2012-03-16
Category Business & Economics
Total Pages 224
ISBN 9780071791106
Language English, Spanish, and French
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Book Summary:

Winner of a Choice Magazine Outstanding Academic Title Award! We are on the cusp of a marketing revolution. And it is being led by you. Return on Influence is the first book to explore how brands are identifying and leveraging the world’s most powerful bloggers, tweeters, and YouTube celebrities to build product awareness, brand buzz, and new sales. In this revolutionary book, renowned marketing consultant and college educator Mark W. Schaefer shows you how to use the latest breakthroughs in social networking and influence marketing to achieve your goals through: In-depth explanations of the sources of online influence—and how they can work for or against you Interviews with more than 50 experts, including tech blogger Robert Scoble, Influence author Robert Cialdini, and industry thought leaders such as Mitch Joel, Jay Baer, and Christopher S. Penn An insider’s look at the controversial social scoring company Klout and its process for assigning influence numbers to everyone Practical, actionable tips to increase your own personal power and online influence More than a dozen original social influence marketing case studies Even if you already use social media platforms such as Facebook, LinkedIn, YouTube, Twitter, or blogging to maintain an online presence, this eye-opening, action-ready guide shows you how to reach the “superconnectors” who ignite epidemics through word-of-mouth influence . . . and become one yourself. This is the future of marketing at your fingertips: low-cost, high-speed, influence driven, and powerful. Filled with fascinating case studies, interviews, and insider advice, this essential guide prepares you for the next wave of social networking. This is how to win friends and influence people in the digital age—with a Return on Influence. Praise for Return on Influence: “Influence is the ability to cause, affect, or change behavior. Mark Schaefer helps you define the outcomes you wish to see . . . and measure them!” —Brian Solis, author of The End of Business as Usual “Schaefer’s book has earned its place on the shelf of anyone looking to find influencers—or become one.” —Harold Burson, founder, Burson-Marsteller “Return on Influence is definitive, exciting, and endlessly practical. In an age where marketing budgets are tight and getting tighter, social media—and particularly influence marketing—has become the silver bullet to solve all problems. Consider this book the marksmen’s manual.” —Rick Wion, Director of Social Media, McDonald’s “I could not stop reading this book. Mark Schaefer demystifies the power of influence in this insider’s guide to combining content strategy with network interactions to create social conversations that move markets.” —Ardath Albee, author of eMarketing Strategies for the Complex Sale “A fascinating exploration at how you track and increase your online influence. Real-world strategies for real-world companies.” —Randy Gage, author of Prosperity Mind