Extraordinary Experiences: What Great Retail and Restaurant Brands Do

Yohn (What Good Brands Do), an expert on branding, passionately and convincingly argues that—contrary to media reports—branding is not dead. Instead, she asserts, it has evolved to stand for much more than mere image. She states that while most companies think of their brand as a fixed word, phrase, or image, organizations with great brands use them as tools to direct each and every step they make. To show how this is done effectively, Yohn includes fascinating case studies from the restaurant and retail industries, which, she writes, enjoy a uniquely direct relationship with their customers. She is quick to stress, however, that the book’s lessons are accessible and applicable to any industry or organization. She highlights Popeyes Louisiana Kitchen, which fought back against declining sales by working closely with franchise owners; Pirch, a small home fixture retailer chain that focuses on customer experience; and Buffalo Wild Wings, which defied the downward trend for the “casual dining” industry. These examples demonstrate that brand value increases through a company’s actions. Engaging and informative, this succinct book sheds important insight on the operational value of a company’s brand and shows how it can take an organization from good to great. [em](BookLife) [/em]