Currently viewing the category: "brand equity"

build a breakthrough brand: how to assess your brand

by denise lee yohn on September 6, 2012 · 0 Comments · in brand delivery, brand equity, brand perceptions, build a breakthrough brand

Welcome to the new video series, “How to Build a Breakthrough Brand.”  These 10 short sessions – each comprised of a 3-4 minute video and downloadable worksheet — are designed to introduce you to the fundamentals of brand-building.  Tweet

whose brand are customers loyal to?

by denise lee yohn on June 20, 2012 · 2 Comments · in brand equity, business, retail

The question of brand loyalty sits right in the middle of the tug of war between retailers and manufacturers.    Are customers loyal to a retailer because of the brands it carries or because of the retail store itself?  Said another way – will a customer patronize any retailer that carries the brands she’s looking for, [...]

professor peter fader on customer centricity

by denise lee yohn on March 20, 2012 · 2 Comments · in brand equity, business, marketing

Get ready for interview guest to challenge everything you thought you knew about customer centricity!  Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania, and the author of the book, Customer Centricity. Peter works with firms from a wide range of industries, such as consumer [...]

timeless truths about brand loyalty

by denise lee yohn on September 27, 2011 · 3 Comments · in brand equity, brand perceptions, brand value, marketing, retail

Yogi Berra once lamented that, “The future ain’t what it used to be.”   Today companies have a related complaint:  “Brand loyalty ain’t what it used to be.” No longer can brands expect long-term loyalty, even from its most faithful customers.  As economic pressures mount, competitive landscapes shift, and life simply happens, it may seem pointless [...]

john costello on behind the scenes at dunkin’ donuts

by denise lee yohn on April 20, 2011 · 1 Comments · in brand equity, brand perceptions, business, leadership, marketing

John Costello gives a behind-the-scenes look at Dunkin’ Donuts in today’s podcast interview. In his post as Chief Global Customer and Marketing Officer for Dunkin’ Brands, the parent company to Dunkin Donuts and Baskin Robbins, John oversees strategic worldwide marketing efforts and brand identity for the company which posted some excellent 2010 results last month. An [...]

top tweets from brite conference

by denise lee yohn on March 17, 2011 · 1 Comments · in brand communication, brand equity, brand perceptions, brand touchpoints, business, innovation, marketing

DLYohn Top Tweets from BRITE Conference 03.11   View more presentations from Denise Lee Yohn, Inc. Tweet

history of marketing, part one

by denise lee yohn on March 1, 2011 · 2 Comments · in brand equity, marketing, trends

A couple of weeks ago I wrote a blog post, Future of Marketing, which recapped the themes, tools, and tactics that 60 marketing experts expect will shape the future.  Given the interest the piece raised, I thought it might be equally interesting to review the history of marketing.  After all there’s a reason why philosopher and [...]

business isn’t a popularity contest

by denise lee yohn on August 17, 2010 · 2 Comments · in brand equity, brand perceptions, business, trends

Bloomberg BusinessWeek’s publication of its “The Popularity Issue:  America’s most popular products and how they got that way” makes some fascinating statements about today’s business culture — but not because of the items it named (although those do make for an interesting read.) The fact that a business publication would devote an issue to things [...]

stuff that matters

by denise lee yohn on October 12, 2009 · 3 Comments · in brand equity, brand value, business, marketing, trends

This is a continuation of the debrief from the Brand Managecamp conference.  In my last post, I relayed insights about Innovation from the “elite conference on branding” that I attended in Las Vegas last week.   Today I’m covering the 2 remaining themes that arose – both fall under the category of “stuff that matters”:  Substance [...]

starbucks went changin’ — best blogpost revisited

by denise lee yohn on September 1, 2009 · 1 Comments · in brand equity, brand fun, marketing, retail

Congratulations to Jon Galloway, the winner of the “vote for the best blogpost” celebration I held to mark the 1-year anniversary of my blog! Jon voted for “don’t go changin’ to try to please them,” a post I had written about why brands shouldn’t go chasing after customers.  Jon explains his choice: This really resonated [...]

brand value creation — financial, part 2

by denise lee yohn on June 11, 2009 · 0 Comments · in brand equity, brand value, brand value creation

Why should stockholders care about a company’s brand? That’s the subject of today’s post, the 3rd in a series on the many ways a brand creates value for a company. Tweet

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.” Tweet

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. Tweet

i just robbed a bagel shop

by denise lee yohn on March 9, 2009 · 3 Comments · in brand equity, brand touchpoints, marketing, retail

I walked into a Bruegger’s Bagels shop, I handed the clerk a piece of paper that told him what I wanted, I watched as he filled the bag, and I walked out of there — all in less than 30 seconds. Tweet