This Brand Experience Brief covers Best Buy.  I visited the location in Richfield, MN, and found that instead of presenting a cohesive Best Buy brand experience, the store provides a collection of shopping experiences for different brands. Take a look: DLYohn Brand Experience Brief: Best Buy in Richfield, MN from Denise Lee Yohn on Vimeo.   transcript: […]

UGG Birth of Brand Book Cover reduced size

Here’s my newest “brand book bite” — check out the full collection of write-ups and author interviews here. the book:  The Birth of a Brand:  Launching Your Entrepreneurial Passion and Soul (Beyond Words Publishing), a business memoir about the world-renowned UGG brand of sheepskin boots from Australia the brain:  Brian Smith, the founder of UGG, who writes […]

executing on brand strategy throughout customer experience

From What Great Brands Do:  Executing on the brand strategy with excellence throughout the entire customer experience builds brand integrity and impact.   In my investigations on customer experience, I’ve found that the most common mistake in mismanaging the customer experience is starting with customer data.  Using data and analytics as a starting point fails to […]

superbowl-fiat-ad 2015

The Patriots weren’t the only winners in last night’s Super Bowl XLIX and the Seahawks weren’t the only losers.  Plenty of advertisers, who each shelled out at least $4.5MM for a 30-second slot, also landed in each column.  Here’s what my completely subjective, unscientific Super Bowl Ad Scorecard looks like: […]


Last week marked the one-year anniversary of the launch of my book, What Great Brands Do:  The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass).  Writing, publishing, and launching the book was extremely rewarding — it was also a learning experience.  Since this was my first book, I learned a lot of […]

Whole Foods Market opened a unit in Midtown, Detroit, to serve a primarily black, low income consumer who is relatively uneducated about local and healthy food. Check out this video audit to see how it designed and managed the customer experience there. DLYohn Brand Experience Brief: Whole Foods Detroit from Denise Lee Yohn on Vimeo. other […]

a beautiful constraint book

the book:  A Beautiful Constraint: How to Transform Your Limitations Into Advantages And Why It’s Everyone’s Business — a very smart text that is organized into three sections comprising the requirements needed to find the beauty in a constraint:  mindset, method, and motivation.  Each section begins with a thesis and examples to support it and […]

panasonic beauty

I’ve already written in a Forbes column about how I was underwhelmed by some of the more traditional products showcased at the 2015 International Consumer Electronics Show (wafer thin TVs, curved TVs, augmented reality glasses, etc.)  So I thought I would share three of the things that did get me excited. #1 — Panasonic Beauty what it […]