Currently viewing the category: "brand extension"

david aaker on brand relevance

by denise lee yohn on June 14, 2011 · 0 Comments · in brand extension, brand perceptions, innovation

David Aaker, author, brand guru, Vice Chairman of the brand consulting firm Prophet, and professor emeritus at Berkeley’s business school, joins me for a provocative interview on the state of brands today. Providing color and context for his latest book, Brand Relevance: Making Competitors Irrelevant, Dave explains: why the only way for brands to win is to [...]

brand extension insights from bieber and trump

by denise lee yohn on April 6, 2011 · 1 Comments · in brand extension, marketing

What do Justin Bieber and Donald Trump have in common? Besides mops of hair! Both guys (we can’t really call 17 year-old Bieber a man yet) are driving major brand extensions – they’re own.

garden fresh practices fresh business principles

by denise lee yohn on February 22, 2011 · 2 Comments · in brand extension, brand identity, brand perceptions, business, innovation, leadership

Thanks to my column-writing gig with QSR Magazine, I recently got an insiders’ look at a remarkable company, Garden Fresh Restaurant Corp.  You probably know them as Souplantation, the 110+ unit salad and soup buffet concept, or Sweet Tomatoes, the name they operate under outside of Southern California.

catering to shoppers’ need-states

by denise lee yohn on July 1, 2009 · 1 Comments · in brand extension, brand perceptions, brand portfolio, marketing, retail

New formats of existing retail brands seem to be popping up all over the place.  Best Buy Mobile

less is more

by denise lee yohn on March 16, 2009 · 0 Comments · in brand extension, brand names, marketing

Haagen Dazs just added a new line — Five — it’s billed as “All-natural ice cream crafted with only five ingredients for incredibly pure, balanced flavor… and surprisingly less fat!“

brand-building: yohn on ries

by denise lee yohn on January 12, 2009 · 2 Comments · in brand equity, brand extension

Last week’s Ad Age featured a column by brand luminary Al Ries that I just can’t let go without comment.  Ries’s main thesis is that brands must remain narrowly focused

losing more than a brand name

by denise lee yohn on January 8, 2009 · 4 Comments · in brand equity, brand extension, brand names, brand perceptions, brand portfolio

In dropping the Kinko’s name from its moniker, Fedex (formerly Fedex Kinko’s) may be losing more than 6 letters and an asterisk. The name change

underwear that’s fun to wear

by denise lee yohn on December 20, 2008 · 6 Comments · in brand extension, marketing

The verdict from brand marketers on the worst brand extensions of 2008 is out — Burger King underwear, Kellogg’s hip-hop street wear, and Allstate Green insurance were named the worst offenders.

james bond on branding

by denise lee yohn on November 10, 2008 · 0 Comments · in brand extension

Bond is back!  Quantum of Solace will launch in theaters beginning this Friday, 11.14.08.  While my, um, affections for the “spy who loved me” are generally pretty visceral, I do believe there are some important lessons for marketers

lessons on brand survival

by denise lee yohn on October 20, 2008 · 0 Comments · in brand extension

Sunday’s NYT featured an insightful analysis of “Survivor,” the reality-show pioneer from CBS, currently in its 16th season — the piece recaps the show’s rise to popularity and its current slow decline. Once again, Hollywood has provided an excellent lesson in brand-building

debating the brand ultimatum

by denise lee yohn on August 18, 2008 · 8 Comments · in brand extension, brand identity

Joe Pine — author of the several best-selling business books including the recently published Authenticity, consultant, former TED speaker, cigar-aficionado, and a really smart guy — opened a friendly debate with me