Author: Denise Lee Yohn
Abstract: “Companies with great brands conceive of their brands as complete strategic platforms. They identify the key values and attributes that define their brands and then use them to fuel, align, and guide everything they do. Operationalizing their brands in this way produces results because companies aren’t simply expressing or marketing their brands—they’re using them to ignite their organizations and create real business value.
This manifesto highlights seventeen developments that are influencing brand-building today and what great brands are doing about them.”