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"brand tools"
brand as business bit: Businessweek’s piece on Lego‘s attempts to crack the girl code describes how the company used anthropological research methods to understand its users: “You could say a worn-out sneaker saved Lego. ‘We asked an 11-year-old German boy, ‘what is your favorite possession?’ And he pointed to his shoes. But it wasn’t the [...]
build your brand with a cohesive customer experience
by denise lee yohn
on November 22, 2011
· 0 Comments
· in brand delivery, brand tools, brand touchpoints, retail
The holiday shopping season is upon us and retailers are trying to navigate the challenges and opportunities of the new retail reality. As a recent Bloomberg Businessweek article observed, “Americans don’t shop the way they used to.”
At last week’s MINDBODY University, I had the opportunity to teach business leaders how to increase their competitive advantage. Although the seminar was attended by business owners in the health, fitness, and wellness industries, the principles we covered are instructive to most all businesspeople and so I thought I’d share them here. The core of [...]
A couple of months ago I gave a workshop on my topic “Brand as Business: How Companies Drive Business Growth by Operationalizing Their Brands.” Feedback was so positive I thought I’d get a brief video of excerpts made to share with my readers here. Please check it out and let me know what you think [...]
brand platforms are like political ones
by denise lee yohn
on May 12, 2010
· 1 Comments
· in brand communication, brand delivery, brand identity, brand tools
Earlier this week I posted some key takeaways from the keynote speakers and panelists at the Southern California Business Growth Conference. As a panelist on the marketing track, one of the things I said during the “Brand Implementation & Impact: Bring your Brand to Market” session seemed to spark some interest of its own – [...]
Attention: fast food marketers – you’re wasting half of your advertising! But I’m not talking about the waste that John Wanamaker was referring to in his famous quip about not knowing which half of his advertising was being wasted. I’m talking about the average of 48% of people who say there’s a big difference between [...]
I’m working with a client to develop a new brand platform and thought I’d share one of the tools I used in my engagement – Brand Obituaries.
Later today I will be presenting the new strategic brand platform to the Board of Directors for an organization I’ve been working with. I thought I’d take this opportunity to share my approach to brand strategy.
social media’s brand-building potential
by denise lee yohn
on January 18, 2010
· 1 Comments
· in brand communication, brand tools, marketing, trends
Right before the holidays, MarketingSherpa released its “2010 Social Media Marketing Benchmark Report.” The report indicated that “improving brand or product reputation” and “increasing brand or product awareness” did not rank highly in the list of social media objectives targeted and measured by U.S. marketers. This confirms my own findings that companies are overlooking the [...]
When it comes to mishaps, most companies seem to have adopted Discovery’s song “It’s Not My Fault” as their anthem – but it would be so much better for them to follow Akon’s lead and plainly state “Sorry, Blame It on Me.” To be clear, I’m not talking about issuing apologies for the sweeping mistakes [...]
While you are reading this, I’m attending the Consumer Electronics Show. I’ll be meeting with clients and prospects, attending educational sessions, and walking the show floor — the last activity is one that I always find both exciting and frustrating. Exciting because there always so many new and cool gadgets and technologies to check out; [...]
frozen yogurt and the future
by denise lee yohn
on November 16, 2009
· 2 Comments
· in brand delivery, brand tools, leadership, retail
I read with great interest an article in SmartBusiness about Red Mango and the yummy yogurt chain’s founder, president, and CEO of Red Mango, Dan Kim. I’m fascinated by the frozen yogurt chains that have emerged on the cultural landscape in last 5 years. Pinkberry has probably gotten the most coverage in the press, with [...]
Recently I met with the folks in Cisco’s brand group and was delighted to find a few simple brand tools sitting in the place where a person’s business cards are usually found.
Today I’d like to do a little experiment. I have an idea for a new brand tool but my thoughts aren’t fully fleshed out. So I thought I’d use this blogpost as a way of reaching out to like-minded folks who might be interested in refining and fleshing out the idea. The following post outlines [...]
This week’s AdAge features a troubling piece, Want More Out of Your Agencies? Write Better Briefs: Execs at Top Shops Say Clients Are Unclear About What’s Expected, Leading to Lots of Wasted Time. The article cites research
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