five business books for you to dig into


What better way to while away your summer vacation than with a good book or two?!  To round out those James Patterson tomes and Hillary’s memoir, here are 5 recently-published business books that I recommend you to dig into.  Enjoy! 

How the World Sees You

Marketing guru and Hall of Fame Speaker Sally Hogshead has undertaken research on how people can use fascination to attract attention and influence others – and hew new book is, well, fascinating.  You can take the assessment to learn your Fascination Advantages and your communications Archetype.  Learn more in this Brand Book Bite

Aaker on Branding

David Aaker could be called the father of brand strategy.  He’s written some of my go-to resources on brand-building including Building Strong Brands and Brand Portfolio Strategy.  This latest book reads like a “best-of,” outlining the most useful concepts in brand development and management in one handy book.  Hot off the presses -- check it out here.

Do Lead

Do Lead challenges many of myths about leadership out there today, offers up a more accurate and pragmatic definition of leadership, and relays relevant tools and steps to effective leadership.  It’s written by one of the leading authorities on leadership today, Les McKeown. It’s a deceptively short and extremely practical read that will show how you can make a difference.  Here’s my write-up and author interview.

Absolute Value

Some people may be surprised I’m recommending a book that says, “Brand equity is just one element that will have a diminished role in consumer decision making.”  But in fairness, it’s an important read about the new context of marketing today – and I had a good discussion with co-author Emmanuel Rosen about the importance of brands.  Listen to our interview and see my write-up in this Brand Book Bite.

What Great Brands Do

Please forgive me if this seems overly self-promotional, but I would be remiss if I didn’t recommend my book.  It has gotten great reviews on Amazon, been covered in major media (Dallas Morning News, San Diego Union Tribune, The Globe and Mail & more), and hit the bestseller list on 800 CEO Read.  If you haven’t already, I would love for you to check it out and let me know what you think.


About Denise

denise lee yohn has been inspiring and teaching companies how to operationalize their brands to grow their businesses for over 20 years. World-class brands including Sony, Frito-Lay, Burger King, and Nautica have called on Denise, an established speaker, author, and consulting partner.
For more information, visit
denise lee yohn, inc.
917-446-9325 | @deniseleeyohn |