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Brand management
Write Your Brand’s Obituary
A simple, morbid exercise can identify what makes your company unique.
by
Denise Lee Yohn
by
Denise Lee Yohn
January 28, 2014
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What would happen if your company ceased to exist?
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Brand management
Denise Lee Yohn
is a leading authority on positioning great brands and building exceptional organizations, and has 25 years of experience working with world-class brands including Sony and Frito-Lay. Denise is a consultant, speaker, and author of
What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
and the new book
FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies
.
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