B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
6%
6% -- share of companies rated highly on brand measures for surveyed companies (blog readers and newsletter community) (2025)
Only 6% of surveyed companies are doing what great brands do (rated highly on 8 or more brand measures).
- Limited and biased sample pool of blog readers and newsletter community
- Cannot be considered representative of the general business community
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
6%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
30
Freshness
95
Source
Denise Lee Yohn
Primary
Tier B
https://deniseleeyohn.com/companies-dont-great-brands-brand-assessment-results/ ↗
Source Article
Most Companies Don't Do What Great Brands Do: Brand Assessment Results - Denise Lee Yohn
Most Companies Don’t Do What Great Brands Do: Brand Assessment Results
Only 6% of surveyed companies are doing what great brands do. This and other results were gleaned from participation in the brand assessment that I recently invited my blog readers and newsletter community to take.
The brand asse…
Original Research
Denise Lee Yohn
· Original study ↗
Methodology
Self-selected brand assessment taken by author's blog readers and newsletter community; companies rated on 8+ brand measures on a 1-10 scale
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
surveyed companies (blog readers and newsletter community): 6% share of companies rated highly on brand measures. Source: Denise Lee Yohn (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/companies-doing-what-great-brands-do-6pct
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<blockquote cite="https://lighthousedata.io/data/companies-doing-what-great-brands-do-6pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>6%</strong> -- share of companies rated highly on brand measures for surveyed companies (blog readers and newsletter community)<br><small>Source: Denise Lee Yohn (2025) · <a href="https://lighthousedata.io/data/companies-doing-what-great-brands-do-6pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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