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SUMMARY.What Great Brands Do The Seven Brand-Building Principles That Separate the Best from the Rest By Denise Lee Yohn

·         What’s in it for me? Learn how to build a great brand like Nike.

·         A brand is the personality of a business, and it should guide a company’s every action.

·         Your corporate culture is your brand’s foundation.

·         Great brands build an emotional connection with the customer.

·         Great brands don’t follow trends, they create them.

·         Great brands don’t try to please everyone.

·         Great brands adhere to their core ideology, even if it means saying no to enticing opportunities.

·         Great companies ensure every detail of the customer experience is in line with its brand.

·         Great brands are generous in supporting projects relevant to them.

·         Everyone in your organization must know and live your brand values.

·         Final Summary

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