From the monthly archives: March 2010

a little sticker makes a big difference

by denise lee yohn on March 29, 2010 · 1 Comments · in brand names, brand perceptions, brand touchpoints, retail

The other day I found myself doing something quite curious – after having placed an item into my grocery cart, I turned around, took it out, and returned it to the shelf.  That momentary act wasn’t strange because I’m generally a decisive person — but rather because of what caused me to reverse my actions.  [...]

the brand promise:reality gap

by denise lee yohn on March 22, 2010 · 4 Comments · in brand delivery, brand tools, business

Attention:  fast food marketers – you’re wasting half of your advertising! But I’m not talking about the waste that John Wanamaker was referring to in his famous quip about not knowing which half of his advertising was being wasted.  I’m talking about the average of 48% of people who say there’s a big difference between [...]

insights from the natural products show

by denise lee yohn on March 18, 2010 · 0 Comments · in brand delivery, business, marketing

Last week I attended the Natural Products Expo West, the “world’s largest natural and organic products tradeshow.”  Nearly 60,000 people attended the show to get a taste (figuratively and literally) of the latest and greatest in natural products, including snack foods, supplements, pet products, beverages, eco-friendly home products, and more from over 3,000 exhibits.

going for the gold

by denise lee yohn on March 15, 2010 · 0 Comments · in business, innovation, leadership

I’ve finally made it through all of the hours of Olympics coverage which I DVR’d because I had been unable to watch most of the Games live.  Since I already knew the result of many of the competitions, I was interested in watching mostly for the profiles of the athletes and stories behind and nuances [...]

six best practices in retail

by denise lee yohn on March 8, 2010 · 3 Comments · in brand delivery, brand perceptions, brand touchpoints, business, marketing, retail

I’ve been working with a major retail brand and my engagement has included an audit and assessment of retail best practices.  Although most of my work is proprietary, I wanted to share some of my findings here because I’ve found some really interesting patterns.

ben mcconnell on employees as brand evangelists

by denise lee yohn on March 1, 2010 · 1 Comments · in brand perceptions, brand touchpoints, business

Ben McConnell, one of the most influential online marketers, spoke with me about employees as brand evangelists and other developments in today’s participatory culture.