What great brands do : the seven brand-building principles that separate the best from the rest
Denise Lee Yohn
- San Francisco : Jossey-Bass, A Wiley Brand, c2014.
- vii, 262 p. ; 24 cm.
Includes bibliographical references and index.
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 have to give back -- The eighth principle: brand as business.