According to Denise Lee Yohn, there are seven principles, seven things, that a selective group of businesses do to make themselves a great brand. She lays out those seven principles in her new book: What Great Brands Do.

Denise joins Jay Ehret to talk about her new book and those seven principles. They also discuss if it's possible for an existing business to shift gears and become a great brand.TOPICS DISCUSSED:

Brand influence in business strategyWhat is a brand?The role of marketing and advertising in shaping brand perceptionHow to operationalize a brand.

For complete show notes and links see the podcast website: What Great Brands Do