Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. * Reveals the seven key principles that the world's best brands consistently implement * Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands * Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

An anthology from members of Northern California Publishers & Authors, the book Golden Prose & Poetry delivers bold, imaginative short stories alongside true tales, travelogues and sentimental free verse. You'll experience a riot of emotions. Both entertaining and humorous, this book is a must read for a plane ride, a summer vacation or a stint on the beach. For example, Margo King Lenson explores the unfulfilled promise of a literary spell in her story Sexing the Professor, set at Dominican College in Marin County. Then the book takes readers to Peru, where Kimberly A. Edwards tells about an awkward train ride in her story Redeemed in the Sacred Valley of the Incas. Awkward would be a generous feeling for Jeff Parsons, who reveals what it is like to be nearly naked in a hotel lobby. Learn to be wary of sleepwalkers by laughing through his account of a stay at a Pennsylvania Hilton. He writes Ain't Nothing Gonna Break My Stride. Award-winning writer Frances Kakugawa shares advice for authors in her essay Junkyard for Writers, which culminates with a beautiful poem that likens poetry to a fragile shopping bag. Astrologer Joyce Mason uses Cruel Embroidery to expose the dangers of bigotry and portray a life that has been derailed by self-image gone off track. A husband takes the adept skills of his wife for granted in Norma Jean Thornton's story of The Challenge. April Edsberg shares her world travel experience in Circumnavigating Fiji's Mana Island with beautiful descriptions and fleeting anxiety about sharks. Sacramento writer Doreen Beyer debuts her work with Sayonara Yorozu, a heartfelt, sentimental verse about a Japanese store whose owner has died and whose glass doors have shut. Catherine Byron takes readers to Montana where genealogical research and a hidden diary reveal a 100-year-old crime in Rape Coulee. Laurie Hoirup, who has lived her life with a significant disability, chronicles the difficult work required of a caregiver and pays tribute to her best friend in My Husband, a Caregiver. Tom Kando describes disturbing psychological phenomena in his short story Absolution, exposing his sympathetic protagonist to love, loneliness, guilt, and paranoia. In Legacy, long-time psychologist Linda Menicucci explores the relationships of three sisters and finds love has no boundaries. Matthias Mendezona turns his attention to poetry for this anthology, writing Music Blends, a surprising encounter with gypsy rhythms that echo Marvin Gaye. Vicki Ward takes readers back to the San Francisco Bay Area where she recounts six-grade memories in My New White Bucks, a life-defining experience. Tony Marcolongo offers a varsity tale in The Halls of Radcliffe College, explaining how an 11-year-old became legendary when his older pals fanned out for a panty raid. Winner of the William Saroyan International Prize for Writing, Kiyo Sato winds readers through her journey in a white world, her internment in a World War II camp, and the lessons learned in Kodomo-No-Tameni, For the Sake of the Children. Denise Lee Branco, author of horse stories, goes back to the ranch to record the humor and devotion she witnessed in the eyes of an orphaned red heifer in Princess of Purpose. Novelist Dennis Potter introduces his new character Jake Burns, a 10-year-old who is wise beyond his years and starts out hating his neighbors because they have displaced his Best Friend. Editor and publisher Terry Burke Maxwell reflects on her San Francisco roots in Values and Valuables. Set in the rubble of the historic 1906 earthquake, the story exposes the character of grandparents she never knew. Mocking modern celebrity culture, publisher Ted Witt plays biographer for Dee Dee in the story, World's Most Famous Chicken. A hen who follows a five-step formula is guaranteed more than her allotted 15-minutes of fame.

Have you ever experienced an unexplainable connection with your pet? Shared a language all your own that could only astound others? When the day came for your dear pet to return to Heaven, was your bond so strong that it took every ounce of your soul to let go? Horse at the Corner Post by Denise Lee is a three-decade-long true story which epitomizes the power of a spiritual bond of love between two best friends: one, two-legged; the other, four. Horse at the Corner Post reminds us all of the unconditional love animals give, and the immeasurable joy they bring to our lives.

In FUSION, Denise Lee Yohn examines some of the world's greatest organizations and reverse-engineers their greatness - specifically how they've integrated what's on the inside (culture) with what's on the outside (brand) for remarkable results.

Through detailed case studies, interviews with industry leaders, findings from respected academic research and drawing on her own experience working with extraordinary brands across a broad range of sectors, Denise shows how great companies achieve the brand-culture fusion that creates extraordinary results and growth. FUSION is for those with responsibility and oversight for the core operations of their business (C-Suite and line managers) who also set the tone and direction for their companies. The book includes access to Denise's proprietary online assessment for determining how close to or how far from brand/culture integration a company is and a blueprint for achieving brand-culture fusion.