What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest

Chapter 8

The Eighth Principle

Brand as Business

What is the one quality that ultimately separates all great brands from the rest?

I call it the eighth principle: “Great Brands Do Brand as Business.” The brand-as-business management approach has been woven throughout this book, and it knits together the seven principles; in fact, it systematically integrates them to produce business growth and brand strength.

Every great brand defines its brand as its business. It puts its brand at the core of the business and goes to great lengths to make sure there is no daylight between managing the brand and managing the business. In my experience, what separates a truly great brand from a merely good one is whether the organization carries out a complete ...