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A vital resource for CEOs, COOs, entrepreneurs, and other leaders, What Great Brands Do paves a clear and accessible road to building a world-class brand. 


“With her finger on the pulse of today’s competitive business landscape, Denise Lee Yohn knows more than most how to create, sustain, and leverage a great brand. If you care about building your brand to grow your business, you can’t afford not to read What Great Brands Do.”  —Ken Blanchard, coauthor of The One Minute Manager® and TrustWorks!

 “Every leader—from CEOs and CMOs to start-up entrepreneurs—will find Denise's seven brand building principles inspirational and immediately useful. I wish Denise had written What Great Brands Do five years earlier—I would have made it required reading for all P&G brand builders!”—Jim Stengel, former global marketing officer, P&G, and author, Grow

“Denise Lee Yohn beautifully highlights some of the most beloved brands and how they’ve separated themselves from the rest by creating an emotional connection between the organization and its stakeholders.”—Kip Tindell, chairman and CEO, The Container Store

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

Jossey-Bass, January 2014

Packed with insightful case studies from companies like Chipotle, IBM, and Lululemon Athletica, Denise Lee Yohn’s What Great Brands Do explains how top companies develop standout brands that foster customer loyalty and increase profit margins. Denise translates these studies into actionable guidelines by sharing the seven major principles that are essential for brand excellence.

Preorders available now at:

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Denise Lee Yohn is an in-demand consultant and speaker with more than 25 years of experience helping organizations take their brands to new heights. She developed her innovative brand-building philosophy while working with such companies as Burger King, Frito-Lay, Oakley, and Sony. An influential writer and speaker, Yohn has contributed to outlets including The New York Times, The Wall Street Journal, and the Harvard Business Review, and her powerful speeches regularly inspire business leaders around the country. To learn more, please visit www.deniseleeyohn.com  

Media inquiries:  Jessica Krakoski, Cave Henricks Communications, (512) 301-8936 or email

Book Denise to share WHAT GREAT BRANDS DO with your organization.

In her engaging and personalized keynote addresses, Denise unlocks the principles behind the world’s greatest brands.  Drawing from case studies, analysis, and interviews with brand leaders, Denise explains best practices including “great brands avoid selling products” and “great brands never have to ‘give back’” – and show how top companies develop standout brands that foster customer loyalty and increase profit margins.  

Participants will be challenged to think differently about their brands and businesses and inspired to go from good to great by applying fresh strategies.

"Brilliant & Entertaining"

"Inspiring & Informative"

"Best Speaker of the Day"

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