From the monthly archives: April 2009

does your company do “brand as business”?

by denise lee yohn on April 30, 2009 · 2 Comments · in brand tools

Earlier this week, I spoke on “Gaining the Competitive Edge:   How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets” at the Marketing Forum.   The workshop outlined the “brand as business” management approach — that is, the deliberate and systematic management of the business around the brand — thinking of the brand [...]

brand inspiration

by denise lee yohn on April 23, 2009 · 12 Comments · in brand communication, brand perceptions, brand value, marketing

This post was inspired by a recent tweet from Gabriel Rossi, a “branding strategist” (as he calls himself) based in Sao Paulo — I’ve had the pleasure of meeting Gabriel through my blog and Twitter

gaining the competitive edge

by denise lee yohn on April 20, 2009 · 4 Comments · in brand delivery, business

Next week I’m speaking at The Marketing Forum, a national conference for Chief Marketing Officers and brand managers.  My talk is on “Gaining the Competitive Edge:  How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets.”

9 lessons learned from “the biggest loser”

by denise lee yohn on April 17, 2009 · 0 Comments · in brand fun, business

I just ran a series on Twitter about the things I’ve learned about business (and life) from watching “The Biggest Loser.”  I started watching the show because a client of mine is a sponsor, but I got hooked by the valuable lessons it teaches (and the drama, of course!) #1 lesson:  keep metrics simple; the [...]

segmentation: what’s it for?

by denise lee yohn on April 16, 2009 · 1 Comments · in marketing

There’s a healthy debate going on over at AdAge.com this week — a POV by Michael Fassnacht, Chief Customer Intelligence Officer at DRAFTFCB entitled “The Death of Consumer Segmentation?”

gm is driving by looking in the rearview mirror

by denise lee yohn on April 13, 2009 · 2 Comments · in brand perceptions, business

U.S. News & World Report’s interview with Susan Docherty, North American Vice President for General Motors provided some valuable insight into the troubled car company.  Her comments made it clear that GM is operating from a reactive, backward looking stance.

don’t go changin’ to try to please them

by denise lee yohn on April 9, 2009 · 4 Comments · in brand equity, marketing, retail

One of Harvard Business Review‘s pieces on marketing in these tough economic times left me feeling ambivalent.  In “Five Rules for Retailing in a Recession,” the authors outline how retailers can discover that “a larger universe of growth and productivity opportunities is open to them than they might believe.”

birthdays and brands

by denise lee yohn on April 6, 2009 · 1 Comments · in brand communication, brand touchpoints, marketing

My birthday was last week (I turned 21 again!  )  Included in the birthday greetings I received were messages from four brands.  Of all the brands

if a brand has something to say, say it

by denise lee yohn on April 2, 2009 · 4 Comments · in brand communication, brand disappointments, brand equity

Why do brands that have a strong point of differentiation not position themselves on it??  Quizno’s serves a case in point.