What Great Brands Do audiobook cover - The Seven Brand-Building Principles That Separate the Best from the Rest

What Great Brands Do

The Seven Brand-Building Principles That Separate the Best from the Rest

Denise Lee Yohn

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EntrepreneurshipMarketing & Sales

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What Great Brands Do
Core Definition & Strategy+
Internal Alignment & Culture+
Customer Experience+
Strategic Positioning+
Corporate Responsibility+

Quiz — Test Your Understanding

Question 1 of 9
According to the text, what is a brand fundamentally, and how should it function within a company?
  • A. A marketing tool used primarily to increase short-term sales and market share.
  • B. The personality of a business that acts as a strategic compass guiding all corporate actions.
  • C. A visual identity consisting of logos and slogans designed by the advertising team.
  • D. A set of public relations guidelines meant to distract consumers from corporate flaws.
Question 2 of 9
Why is it crucial to align a company's corporate culture with its brand values?
  • A. To ensure employees and stakeholders accurately represent the brand and do not block or distort its impact on the customer.
  • B. To reduce the costs associated with human resources, recruitment, and employee training.
  • C. To prevent competitors from stealing the company's internal trade secrets and marketing strategies.
  • D. To satisfy the legal requirements of corporate governance and avoid regulatory fines.
Question 3 of 9
How did Pampers use empathic research to reverse its declining sales in 1998?
  • A. By discovering that fathers were increasingly purchasing diapers and changing their packaging to appeal to them.
  • B. By finding out that parents wanted cheaper, bulk-packaged diapers to save money during an economic downturn.
  • C. By identifying a trend in eco-friendly products and creating a fully biodegradable diaper.
  • D. By discovering that mothers cared more about their babies sleeping soundly than just having dry bottoms.
Question 4 of 9
What does the text suggest is the main danger of adapting a brand to follow current trends?
  • A. It requires too much financial investment in continuous empathic research.
  • B. It puts the brand in a comparative position where it is seen as a follower or copycat rather than a leader.
  • C. It forces a company to constantly lower its prices to remain competitive in the fast-food industry.
  • D. It alienates older demographic groups who prefer traditional and unchanging products.
Question 5 of 9
Why did the founder of Red Bull actively encourage rumors that his energy drink was a dangerous drug?
  • A. To attract the attention of government regulators and gain free, widespread media coverage.
  • B. Because he believed that a divisive brand with personality will attract loyal core customers, even if it alienates others.
  • C. To justify the exceptionally high price point of the product compared to standard sodas and juices.
  • D. Because he wanted to eventually pivot the company's focus into the pharmaceutical industry.
Question 6 of 9
What mistake did Krispy Kreme make in the 1990s that severely damaged its brand perception?
  • A. It failed to introduce new flavors, making its menu stale and boring to returning customers.
  • B. It invested too heavily in international expansion before solidifying its domestic market presence.
  • C. It chased short-term growth by selling doughnuts in gas stations and grocery stores, ruining the in-store experience.
  • D. It launched a controversial advertising campaign that alienated its core customer base.
Question 7 of 9
According to the text, what is the most important customer touchpoint with the biggest impact on the overall brand experience?
  • A. The company's website.
  • B. The customer support team.
  • C. The product's packaging.
  • D. The product itself.
Question 8 of 9
How can a company ensure its charitable actions are perceived as genuine and avoid accusations of 'greenwashing'?
  • A. By ensuring the charity projects are highly publicized through expensive, nationwide marketing campaigns.
  • B. By only supporting projects that are highly relevant to their industry, community, and core brand ideology.
  • C. By donating a fixed, mandatory percentage of all quarterly profits to random environmental organizations.
  • D. By replacing all physical products with digital alternatives to completely eliminate their carbon footprint.
Question 9 of 9
What is one specific method suggested by the text to ensure employees comply with and understand the company's brand values?
  • A. Holding pop quizzes on brand values and rewarding employees who demonstrate them well.
  • B. Firing any employees who do not regularly purchase and use the company's products.
  • C. Requiring employees to sign strict non-disclosure agreements regarding the brand's marketing strategy.
  • D. Outsourcing all customer service interactions to dedicated, external brand evangelists.

What Great Brands Do — Full Chapter Overview

What Great Brands Do Summary & Overview

In What Great Brands Do, author Denise Lee Yohn draws on her over twenty-five years of experience in brand-building to demystify the branding process. You’ll discover the main principles that have made brands such as Nike, Apple and Starbucks such iconic household names.

Who Should Listen to What Great Brands Do?

  • CEOs, executives and company founders
  • Anyone interested in marketing or branding

About the Author: Denise Lee Yohn

Denise Lee Yohn is a recognized brand expert, speaker and writer who specializes in teaching companies how to implement their brands on an operational level.

 

© Denise Lee Yohn: What Great Brands Do copyright 2014, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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