Currently viewing the category: "brand communication"

what went wrong with tata motors nano

by denise lee yohn on May 22, 2013 · 0 Comments · in brand communication, brand delivery, brand perceptions, business, innovation, marketing

“An amazing ‘invention’ that didn’t turn out to be an innovation” – that’s how one expert described Tata Motors’s Nano.  Indeed, the current predicament of the $2,000 compact car that was introduced in India with great fanfare in 2008 holds some valuable takeaways for aspiring disrupters. Tweet

how de beers made diamonds forever

by denise lee yohn on May 20, 2013 · 0 Comments · in brand communication, brand perceptions, marketing

brand as business bit:  How do you create desire?  Diamond brand De Beers and Frances Gerety, the copywriter behind the company’s tagline, “A Diamond Is Forever” showed us how.  A recent terrific piece in the NYT outlined their approach: appeal to emotions: “Sentiment is essential to your advertising, as it is to your product,” Gerety’s agency [...]

brand book bites from Monster Loyalty

by denise lee yohn on May 16, 2013 · 0 Comments · in Brand Book Bites, brand communication, brand delivery, business, leadership, marketing

(“brand book bites”, a new blog feature of mine, are book reviews that highlight the most interesting brand stories in the latest best-selling books.  Subscribe to my feed so you don’t miss these regular bulleted briefings on the books I recommend you read.) -  the book:  Monster Loyalty: How Lady Gaga Turns Followers into Fanatics [...]

from negative to positive

by denise lee yohn on May 1, 2013 · 0 Comments · in brand communication, brand perceptions, brand touchpoints, retail

brand as business bit:  Last week as I sat working in my favorite hole-in-the-wall coffee shop as closing time drew near, I overheard two servers reading their store’s recent Yelp reviews to each other.  (This, of course, is not a good practice for employees to engage in with customers in earshot, but since I’m such [...]

don’t tell me i am beautiful

by denise lee yohn on April 24, 2013 · 0 Comments · in brand communication, marketing

For a campaign that was intended to inspire people, Dove’s Beauty Sketches has received quite a bit of criticism. Among the complaints lodged have been: Tweet

the power of defaults

by denise lee yohn on April 9, 2013 · 0 Comments · in brand communication, business, marketing

Right as I published my blogpost on Changing Customer Behavior yesterday, I came across a related Bloomberg BusinessWeek article about the use of defaults, the third tool I had outlined in my post.  The article investigated consumer behavior related to conserving energy and using clean energy and provided further explanation about the power of defaults. Tweet

how to succeed in new markets

by denise lee yohn on March 27, 2013 · 0 Comments · in brand communication, brand extension, brand names, business, marketing, retail

brand as business bit:   To expand or not to expand, that is the question — the question most companies grapple with at some point. While entering a new market certainly opens up a new revenue stream and increases the impact and stature of your brand, it can also add complexity and variability that threaten your [...]

ads are like movie trailers for your product

by denise lee yohn on February 25, 2013 · 0 Comments · in brand communication, brand delivery, marketing

I’ve always been fascinated by movie trailers – not for how they entice people to see movies, but for the insights they provide into how to make great ads.  After all, ads and trailers serve a similar objective:  convert viewership into action — buy a product or go see a movie. Tweet

andrea learned on sustainability and corporate social responsibility

by denise lee yohn on February 21, 2013 · 1 Comments · in brand communication, brand delivery, brand perceptions, leadership, marketing to women

(This the first of a two-part interview exchange between Andrea Learned and me.  Andrea is a corporate sustainability expert, writer, and communications strategist.  I’ve learned so much from her writings on HuffPo  and her blog, LearnedOn.com, and the conversations she contributes to on Twitter and Google+.  Next week, she’ll be interviewing me on her blog about the [...]

brand experience brief: whole foods encinitas

by denise lee yohn on February 11, 2013 · 1 Comments · in brand communication, brand delivery, brand perceptions, brand touchpoints, business, marketing, retail

(Check out my latest Brand Experience Brief — a video audit and analysis of a new or interesting restaurant or retail concept.) The Whole Foods store in Encinitas, California, brings the best of a farmers’ market and the best of a national grocer together, demonstrating how a national brand can engage its local communities authentically. [...]

super bowl ads vs. super brands

by denise lee yohn on February 4, 2013 · 1 Comments · in brand communication, brand delivery, marketing

The medium may be the message, but an ad isn’t an experience – and shouldn’t companies invest in delivering an extraordinary experience instead of spending a lot of money to broadcast a message?! Tweet

sony’s susan jurevics on the great convergence

by denise lee yohn on January 14, 2013 · 0 Comments · in brand communication, brand touchpoints, marketing, retail

One of the biggest learnings from this past holiday season is how dramatically consumer behavior is changing.  People are now using an arsenal of smartphones, mobile devices, social apps, tablets and other tools to research prices, redeem coupons and make purchases.  And at the same time retailers are using an ever-growing list of channels and [...]

how to set your marketing budget

by denise lee yohn on January 4, 2013 · 0 Comments · in brand communication, business, marketing

It’s a new year and it’s time to set marketing budgets! Looking for guidelines to follow?  First, clarify your marketing objectives. Then you can weigh the importance of achieving those objectives relative to other budget items.  The general rule of thumb is marketing expenditures should be between 2-10% of sales.  However that’s a very broad [...]

brands to watch in 2013

by denise lee yohn on December 11, 2012 · 5 Comments · in brand communication, brand delivery, brand perceptions, brand touchpoints, business, innovation, leadership, retail

If we all don’t die falling off the fiscal cliff, 2013 will prove to be an interesting year for brands and businesses. The following are five (well, actually six) brands I’ll be keeping my eye on next year.  Importantly, these are not necessarily brands that I think will fare well (predicting the future is not [...]

brands we watched in 2012

by denise lee yohn on December 10, 2012 · 0 Comments · in brand communication, brand delivery, brand disappointments, brand perceptions, business, digital health and fitness, innovation, leadership, marketing, retail

2012 did not disappoint in terms of exciting brand developments.  (I wrote about the seven fast food chains making headlines in my latest QSR Magazine column.  Check out my recap of the news at Burger King and Pie Five among others.)  Among the brands in a range of categories making bold moves in 2012 were [...]