"don't chase customers!"― A Fresh Perspective:

More people on social networks today, coupled with more people constantly using their
         mobile devices, requires that companies ask themselves this important question;
                         “Should we provide customer service on social media?” 


                            Blending A Fresh Perspective―"What Great Brands Do"


Showcase of how companies as diverse as IBM, REI, Starbucks, Lululemon, and more have all used their exceptional brand platforms as management tools to fuel, align, and guide every task they undertake--and have achieved higher-than-average profit margins as a result. What do these great brands have in common?

Author of "#WGBD", Denise Lee Yohn highlights that too many companies are failing to help their workers understand what makes their company different and better than the rest. If your employees don’t understand that, how can they help your brand achieve greatness?

"What Great Brands Do" shows how certain firms rely on a brand-as-business management approach to grow and succeed in tough economic climates, regardless of the size of their marketing budgets. "What Great Brands Do" distills their approach into seven guiding principles and accompanying best practices to provide a thoughtful and practical methodology for putting a company's brand in the driver's seat of the organization. 

The seven principles are:

 Great brands start inside* Great brands avoid selling products* Great brands ignore trends* Great brands don't chase customers* Great brands sweat the small stuff* Great brands commit and stay committed* Great brands never need to "give back"*

Research suggests that only a small portion of companies practice brand-building the way great brands do--a recent survey of marketing executives revealed that 64 percent feel that their brands do not influence decisions made at their companies.
Nearly two-thirds of companies are pouring millions of dollars into marketing and advertising without aligning their business strategies with the brand values and attributes they're communicating. As a result, the full business value of those brands is going unrealized.

 "What Great Brands Do" intends to change the ways readers think about and work with brand-building, and the book is essential reading for any business leader who wants to ensure that current brand activities help lay the foundation for continued growth.The author of "What Great Brands Do " has twenty-five years of experience working with world-class brands including Sony, Frito-Lay, and Burger King, and a talent for inspiring audiences.


What Great Brands Do:
The Seven Brand-Building Principles that Separate the Best from the Rest.Denise Lee Yohn is a leading authority on building and positioning exceptional brands.  Yohn cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing.
Learn more about Denise's inspiring and instructive keynotes.

 
Denise Lee Yohn 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 enjoys challenging readers to think differently about brand-building. She contributes the monthly column Brand New Perspectives to QSR Magazine and has published work in numerous outlets, including Harvard Business Review, Advertising Age, and OPEN Forum. 



 Join the conversation: What Great Brands Do.  DLY @deniseleeyohn creates a virtual collage of great brands in action and invites your submissions #WGBD via social media.

 “Brazen.” “Provocative.” “Exuberant.”? 
Remember-- Great Brands Don’t Chase Customers!, Via DLY's BLOG.

News media and industry experts call on DLY when they want an unvarnished point-of-view on hot business issues.



"Understand that social doesn’t sleep. Be alert and ready for customer issues to pop up anytime and handle them."-- (via @allawler)


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