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"brand communication"
brand as business bit: What makes an ad something people want to share with others? Is there a secret formula for making ads that are most likely to be shared? The March issue of the Harvard Business Review included a report by Harvard prof Thales Teixeira who tracked viewers’ eye movements and facial expressions while [...]
basketball teams and brands
by denise lee yohn
on April 27, 2012
· 0 Comments
· in brand communication, brand perceptions, leadership, marketing
brand as business bit: I love how some of The New York Times’ best business stories aren’t found in the Business section. Case in point: The Sports section’s recent recap of the 76ers turnaround. It retraces private equity titan Josh Harris’s moves to rejuvenate the august team – and in doing so, it provides helpful [...]
brand as business bit: There’s been a lot of activity in the fast food world these days: Burger King just launched a new menu and ad campaign, Wendy’s introduced a new tagline and campaign, and Taco Bell is experimenting with a new menu and tagline. My colleagues over at E-Poll and I thought it would [...]
hip help
by denise lee yohn
on April 13, 2012
· 0 Comments
· in brand communication, brand perceptions, brand touchpoints, innovation, marketing
brand as business bit: While perusing the aisles at Target awhile back, I stumbled across these really great packages of healthcare products and fell in love: I was so pleased to read the story behind such an ingenious brand in Businessweek. (Be sure to check out the sidebar on the playbook of gimmicks used [...]
brand as business bit: Tucked away in last week’s New York Times automotive section was a great piece about advertising. The subject was Ed McCabe (of Scali, McCabe, Sloves fame) whose iconoclastic approach to advertising etched into our brains safety as Volvo’s brand identity. Three points about Mr. McCabe’s strategy really resonated with me: “Volvo’s reputation [...]
brand as business bit: The folks at UpMo, an employee-centric career management company, asked me to contribute to their blog, the upMover. I thought it was the perfect opportunity to share about something I’ve been thinking about for awhile now: the power of storytelling to engage employees. Companies often use advertising and social media to [...]
brand experience brief: uniqlo
by denise lee yohn
on March 17, 2012
· 0 Comments
· in brand communication, brand delivery, brand touchpoints, retail
(Check out my latest “brand experience brief” — a report with insights and analysis of new and interesting restaurant and retail concepts.) Fast fashion retailer Uniqlo is on a roll. I visited the company’s Herald Square location, one of three stores it has in New York City. Here’s what I thought of the brand experience there: more brand [...]
brand as business bit: In Fast Company’s recent write-up on Red Bull, Red Bull Media House managing director Werner Brell is quoted as saying: “[Red Bull founder Dietrich Mateschitz] knew that success would be in how you market the product as much as the product itself.” It reminds me of a favorite quote of mine from Geoffrey [...]
brand experience brief: the habit
by denise lee yohn
on March 8, 2012
· 0 Comments
· in brand communication, brand perceptions, brand touchpoints, business, marketing, retail
(Here’s the latest in a series of “brand experience briefs” — reports with insights and analysis of new and interesting restaurant and retail concepts.) The Habit is one of the many “better burger” chains generating a lot of buzz these days. Although its charburgers do taste good, the company needs to work harder to differentiate the brand [...]
steve jobs on brand-building
by denise lee yohn
on March 6, 2012
· 0 Comments
· in brand communication, brand delivery, brand names, brand perceptions, brand touchpoints, business, leadership, marketing
On the eve of a special Apple event, it seems the allure of the Apple brand is as strong as ever. “We have something you really have to see. And touch,” declares the invitation to the March 7th media event. Quite a buzz has been building up! I don’t know if tomorrow’s announcement will impress [...]
brand as business bit: Here’s a quick add to my previous critique of this year’s Super Bowl commercials. Making a Super Bowl ad involves a level of innovation, strategy, and skill that rivals what goes into making the advertised product itself. So it’s helpful to see what can be learned from those in a similar [...]
a brand lesson from komen and planned parenthood
by denise lee yohn
on February 13, 2012
· 0 Comments
· in brand communication, brand delivery, business, leadership
brand as business bit: I’m interested in the Komen/Planned Parenthood situation from a brand point of view, not a political or moral one. That’s why a piece by James Gregory, CEO of Core Brand, a brand valuation consultancy, piqued my interest. He says the Komen organization should have done things differently by focusing on: “basic [...]
Super Bowl advertisers could learn a thing or two from Eli Manning. The Giants’ quarterback threw some crisp, clean passes in Sunday’s Super Bowl because he was crystal clear about who the intended receiver was. Moreover he used his insights about the receiver – how fast he could run, how well he could outmaneuver the [...]
brand as business bit: During the Big Game tomorrow, most eyes will be on Tom and Eli, but it’s David, Jerry, and Elton and the other celebs featured in more than a third of the ads who I’ll be most keen on watching. That’s because Super Bowl ads make for great case studies on what [...]
thank you and come again
by denise lee yohn
on February 2, 2012
· 0 Comments
· in brand communication, brand touchpoints, marketing, retail
brand as business bit: My latest Brand New Perspectives column in QSR Magazine answers a QSR operator’s question about keeping customers coming back. The piece outlines my thoughts on increasing purchase frequency — an objective of practically every marketer — I would be remiss if I didn’t mention the effectiveness of a heart-felt ‘thank you.’ [...]
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