Currently viewing the category: "brand perceptions"

brand book bites from The Business of Belief

by denise lee yohn on June 19, 2013 · 0 Comments · in Brand Book Bites, brand perceptions, leadership, marketing

(“brand book bites” 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.) –  the book:  The Business of Belief: How the World’s Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get [...]

costco vs tiffany

by denise lee yohn on June 3, 2013 · 0 Comments · in brand perceptions, brand touchpoints, packaging, retail

brand as business bit:  The power of distinctive brand positionings jumped off the page of a recent BusinessWeek write-up about Costco getting sued by Tiffany & Co. for selling “Tiffany” diamond engagement rings. The article suggested Costco customers are pragmatic and deal-driven (“People who can spend [$40,000] on a piece of jewelry aren’t usually the sort to accessorize at [...]

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 [...]

five p’s to a priceless ce retail experience

by denise lee yohn on May 15, 2013 · 0 Comments · in brand delivery, brand perceptions, brand touchpoints, retail

brand as business bit:   Showrooming isn’t going away — it’s the way people want and expect to shop now.  So, what are brick and mortar stores to do to compete with e-tailers that undercut them on price — especially in consumer electronics where the prevalence of mobile price checking apps and online discounters have really [...]

square: disrupting the payment experience

by denise lee yohn on May 8, 2013 · 0 Comments · in brand delivery, brand perceptions, innovation, retail

(The following is the first in a two-part blog-exchange I’m doing with Annette Franz Gleinicki, a customer experience expert focused on improving customer and employee experiences.  I follow Annette on Twitter and have learned so much from her writings.  Because we have similar perspectives on customer experience, we decided share with our readers each others’ thoughts on [...]

hold the cone

by denise lee yohn on May 6, 2013 · 0 Comments · in brand perceptions, brand touchpoints, retail

brand as business bit:  Hold the cone!  No, I don’t mean “hold the phone.”  I’m saying “hold the cone” because that’s what ice cream shop workers should do.  Allow me to explain: Recently while in the Virgin America terminal at SFO, I decided to treat myself to some Pinkberry.  After preparing my cone of yogurt [...]

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 [...]

brand experience brief: caffe bene

by denise lee yohn on April 29, 2013 · 0 Comments · in brand delivery, brand perceptions, brand touchpoints, business, retail

(Here’s the latest brand experience brief.  In each of these short videos, I provide an audit and analysis of a new or interesting restaurant or retail concept.) Caffe Bene may be to Starbucks what Smashburger is to McDonald’s — a niche competitor with a distinctive product and memorable experience.  Check it out: Brand Experience Brief: Caffe [...]

brand experience brief: nike vs new balance

by denise lee yohn on April 1, 2013 · 0 Comments · in brand delivery, brand perceptions, brand touchpoints, innovation, retail

(Here’s a slightly different brand experience brief.  Instead of providing a video audit and analysis of a unique retail or restaurant brand experience, I contrast two direct competitors.) The New Balance and Nike stores across the street from each other in New York City’s Flatiron district delivered unique brand experiences in their own way.  Check [...]

a healthy menu is in the eye of the beholder

by denise lee yohn on March 29, 2013 · 0 Comments · in brand perceptions, business, marketing

With all the buzz about the potential ban in New York City of large soda sales, I thought it would be worth revisiting what “healthy food” really means.  Awhile back, Smartblog on Food and Beverage featured a piece of mine in which I outline the range of opportunities for restaurants to improve the health — [...]

karen kang sets the record straight on personal branding

by denise lee yohn on March 20, 2013 · 1 Comments · in brand perceptions, leadership, marketing

Personal branding is one of those topics that a lot of people talk about but few get it right.  Here to set the record straight is branding expert Karen Kang. Karen Kang is the author of Branding Pays:  The Five Step System to Reinvent Your Personal Brand, a great new book on why a personal [...]

a platform isn’t a solution, and other takeaways for mobile start-ups from mit enterprise forum

by denise lee yohn on March 18, 2013 · 0 Comments · in brand perceptions, business, innovation, leadership

In the fast-growing playing field of mobile, the business prospects seem infinite.  But developing a viable, scalable business amidst all the possibility isn’t easy.  This is something Mitch Thrower knows all too well.  As the CEO and founder of BUMP Network, Mitch is facing some serious business challenges.  That’s why he opened up his efforts [...]

the genius of apple’s store patents

by denise lee yohn on March 11, 2013 · 0 Comments · in brand delivery, brand perceptions, brand touchpoints, retail

brand as business bit:  The news that emerged a few weeks ago about Apple getting approval from the U.S. Patent & Trademark Office for aspects of its store design got me thinking.  On the one hand the application seemed somewhat excessive — that a single brand could lay claim to a glass storefront and oblong tables [...]

brand experience brief: denny’s on fremont street

by denise lee yohn on March 7, 2013 · 0 Comments · in brand delivery, brand perceptions, brand touchpoints, business, retail

(Welcome to the newest brand experience brief.  In each of these short videos, I provide an audit and analysis of a new or interesting restaurant or retail concept.) Denny’s is embracing the brand positioning “America’s Favorite Diner.”  Its new flagship location on Las Vegas’s Fremont Street reflects this new positioning, while including several Las Vegas [...]