This is a guest post from Mitch Joel — President, Twist Image and author of “Six Pixels of Separation.” His new book “CTRL ALT Delete” was released in May 2013. See the original post this is adapted from and more like it on his blog.
Do great brands all have something in common?
What makes one brand thrive, while others survive and others die? If you asked Denise Lee Yohn, the answer might surprise you.
In her new business book, What Great Brands Do: The Seven Brand-Building Principles That Separate The Best From The Rest, the former Sony Electronics executive and advertising agency professional (who worked on Burger King, Land Rover, and Unilever) believes that there are many things that brands can proactively do to better align themselves, in a world where many question the absolute value of brands.
And yes, the ability for a brand to get more personal and build a direct relationship with the consumer is part of the experience. But, if you believe that company’s don’t control the brand, but the consumer does… you may be in for a surprise. Enjoy the conversation!
Listen to the podcast here (or feel free to subscribe via iTunes): Six Pixels of Separation – The Twist Image Podcast #417