Currently viewing the category: "brand perceptions"

differentiation through specialization

by denise lee yohn on January 12, 2012 · 0 Comments · in brand perceptions, business, marketing

brand as business bit:  Next week I’m teaching a webinar, Why Small Business Needs Brands and How to Build Them, as part of a Marketing Profs University course on Marketing Your Small Business.  Here’s a sneak preview: One of the topics I will cover is how to differentiate — and among the approaches I will [...]

brand experience brief: subway café

by denise lee yohn on November 25, 2011 · 4 Comments · in brand perceptions, brand touchpoints, marketing, retail

(Here’s another installment of “brand experience briefs” — insights from my audits of new and interesting retail and restaurant concepts.) What:  Subway Café

siri vs speaktoit: a perspective on modern brand names

by denise lee yohn on November 8, 2011 · 4 Comments · in brand identity, brand names, brand perceptions, marketing, trends

My curiosity was piqued by the headline of a recent article comparing Siri, the personal assistant application on new iPhones, to Speaktoit, currently available on Android phones – but not because I wanted to understand the differences between the apps.  I was struck by how different the two names are – Siri:  short, cute, a [...]

martin lindstrom on marketers’ manipulation

by denise lee yohn on November 1, 2011 · 1 Comments · in brand perceptions, business, marketing

Renown brand author, speaker, and advisor Martin Lindstrom joins me today to talk about the ways marketers manipulate customers and what we should do about it. The topic is the subject of Martin’s latest book, Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy.  From the reports on secret data-mining to [...]

note to ceo: take a crap

by denise lee yohn on October 25, 2011 · 0 Comments · in brand delivery, brand perceptions, brand touchpoints, leadership, retail

I’m guessing most of you don’t frequently have the opportunity to tell your CEO to go take a crap, but that’s essentially what I did last year – and ever since, we’ve had a fruitful and rewarding relationship.

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 [...]

lessons from lady gaga

by denise lee yohn on September 6, 2011 · 2 Comments · in brand communication, brand identity, brand perceptions, marketing

In a recent post, I described a meeting I led for one of my clients that needed to engage its senior leadership with its brand. And I mentioned that I had started the meeting with a cheeky “What Can Brands Learn from Lady Gaga?” video. Although I can’t show the video here, I did want [...]

retail evolution

by denise lee yohn on August 9, 2011 · 0 Comments · in brand perceptions, brand touchpoints, business, marketing, retail

In just the past week, I’ve had several conversations about the future of retail – and how drastically shopping as we’ve known it is going to change. From these provocative discussions, it’s become clear to me that retailers must change the way think about and build their brands, or face extinction.

chisa needs it only on the ends

by denise lee yohn on August 2, 2011 · 0 Comments · in brand communication, brand perceptions, marketing

I may be dating myself with this headline, but I’m hoping at least a few of my readers remember those Silkience hair care commercials from the 70’s because it helps make an important point about targeting.

differentiate your way to success

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

“Differentiation is really the best way for all businesses to address consumers’ new value mindset.” That is the key point of the article the folks at Franchise Update Media Group asked me to write.  Decrease Your Deal-Dependency with Differentiation is part of their latest newsletter (subscribe here). I’ve heard from so many business leaders who [...]

if brands were like rock stars

by denise lee yohn on July 5, 2011 · 1 Comments · in brand communication, brand perceptions

I had the pleasure of attending two concerts in the last couple of weeks – and although they were entirely different experiences, I came away with the same impression: if brands were like rock stars, they would win over people’s hearts and minds for life. Now, I don’t mean just any rock star – I [...]

business is now an action sport

by denise lee yohn on June 28, 2011 · 0 Comments · in brand perceptions, business, innovation, leadership, marketing

Kick it off. Drop the ball. Setbacks. A free pass. Take it over the finish line. Follow-through. The vocabulary of sports penetrates the business world. Due to the highly competitive nature of business, the concept of teams meeting on the playing field for a fierce contest has clear application to business as we’ve known it. [...]

say cheese

by denise lee yohn on June 21, 2011 · 0 Comments · in brand communication, brand perceptions, innovation, marketing

What do cameras and sandwiches have in common? A lot, Jonathan Kaplan hopes. The creator of Flip Video, the super-simple camcorder device that provided a lot of the initial fuel behind YouTube’s early growth, has gotten a lot of press lately about his latest aspiration: The Melt, a nationwide chain of restaurants offering gourmet variations [...]

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 [...]