Book Review: 'What Great Brands Do'

"What Great Brands Do" is relentlessly practical about brands. It starts with the assumption that great brands make their brands their businesses, not something they add on to their businesses to make them look better.

The book is about commercial branding, so there are a few things that don't quite connect for nonprofit brands. But a lot of it does.

Here are the main points, the things great brands do. I've interpreted them a bit for the nonprofit sector.