"What Great Brands Do" by Denise Lee Yohn, examines the principles that define successful brands. Yohn asserts that a brand is not merely a logo or slogan, but rather a comprehensive system of values and attributes that guide a company's entire operation. The author, through examples like Kodak's failure and IBM's successful transformation, emphasizes the crucial role of internal culture in shaping brand identity. The text explores various facets of brand building, including the importance of establishing emotional connections with consumers, avoiding trendy fads, and focusing on meticulous details in customer experiences. The author also delves into the significance of social responsibility, arguing that companies should prioritize creating shared value that benefits both their bottom line and society as a whole.