"What Great Brands Do" with Guest, Denise Lee Yohn

The Social Network Show welcomes Denise Lee Yohn to the March 28, 2014 episode.Denise Lee Yohn, a brand building expert, speaker and author shares her insights into corporate social responsibility. Of the seven principles outlined in her new book, the last principle is the topic of discussion, “Great Brands Never Have to ‘Give Back’.” What does this mean? Listen to the show to hear Denise explain what is meant by this principle and what is really behind corporate philanthropy in some companies. You will find what she says about the company, IKEA very interesting, as their core mission is to make products accessible to everyone. In the second segment Denise talks about building brands among social networks and the struggle between freedom and responsibility. Hear what she says about Craigs List, Facebook, Apple, Toms Shoes and Patagonia regarding their contributions to society. And, how can a company increase their profit to make their shareholders happy and at the same time, “do good”? Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony and Frito-Lay, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority and popular speaker on building and positioning exceptional brands. Denise is the author of the new book, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass). Find out more about Denise and her book at her website