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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 [...]

brand book bites from Monster Loyalty

by denise lee yohn on May 16, 2013 · 0 Comments · in Brand Book Bites, brand communication, brand delivery, business, leadership, marketing

(“brand book bites”, a new blog feature of mine, 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 you read.) -  the book:  Monster Loyalty: How Lady Gaga Turns Followers into Fanatics [...]

don’t tell me i am beautiful

by denise lee yohn on April 24, 2013 · 0 Comments · in brand communication, marketing

For a campaign that was intended to inspire people, Dove’s Beauty Sketches has received quite a bit of criticism. Among the complaints lodged have been: Tweet

the power of defaults

by denise lee yohn on April 9, 2013 · 0 Comments · in brand communication, business, marketing

Right as I published my blogpost on Changing Customer Behavior yesterday, I came across a related Bloomberg BusinessWeek article about the use of defaults, the third tool I had outlined in my post.  The article investigated consumer behavior related to conserving energy and using clean energy and provided further explanation about the power of defaults. Tweet

changing customer behavior

by denise lee yohn on April 8, 2013 · 0 Comments · in innovation, marketing, sales

In a highly instructive HBR article, Harvard Professor Nava Ashraf outlines three particularly effective behavior-changing tools: Tweet

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 — [...]

how to succeed in new markets

by denise lee yohn on March 27, 2013 · 0 Comments · in brand communication, brand extension, brand names, business, marketing, retail

brand as business bit:   To expand or not to expand, that is the question — the question most companies grapple with at some point. While entering a new market certainly opens up a new revenue stream and increases the impact and stature of your brand, it can also add complexity and variability that threaten your [...]

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 [...]

why do tech start ups fail?

by denise lee yohn on March 13, 2013 · 0 Comments · in digital health and fitness, innovation, leadership, marketing

Why do so many tech start-ups fail?  What advice do entrepreneurs need to heed?  These and other topics are covered in an interview I conducted with Ian Andes, President of 4iiii Innovations. 4iiii is the maker of several digital fitness products including the Sportiiiis, glasses that enable cyclists to keep their eyes on the road [...]

ads are like movie trailers for your product

by denise lee yohn on February 25, 2013 · 0 Comments · in brand communication, brand delivery, marketing

I’ve always been fascinated by movie trailers – not for how they entice people to see movies, but for the insights they provide into how to make great ads.  After all, ads and trailers serve a similar objective:  convert viewership into action — buy a product or go see a movie. Tweet

brand experience brief: whole foods encinitas

by denise lee yohn on February 11, 2013 · 1 Comments · in brand communication, brand delivery, brand perceptions, brand touchpoints, business, marketing, retail

(Check out my latest Brand Experience Brief — a video audit and analysis of a new or interesting restaurant or retail concept.) The Whole Foods store in Encinitas, California, brings the best of a farmers’ market and the best of a national grocer together, demonstrating how a national brand can engage its local communities authentically. [...]

super bowl ads vs. super brands

by denise lee yohn on February 4, 2013 · 1 Comments · in brand communication, brand delivery, marketing

The medium may be the message, but an ad isn’t an experience – and shouldn’t companies invest in delivering an extraordinary experience instead of spending a lot of money to broadcast a message?! Tweet

sony’s susan jurevics on the great convergence

by denise lee yohn on January 14, 2013 · 0 Comments · in brand communication, brand touchpoints, marketing, retail

One of the biggest learnings from this past holiday season is how dramatically consumer behavior is changing.  People are now using an arsenal of smartphones, mobile devices, social apps, tablets and other tools to research prices, redeem coupons and make purchases.  And at the same time retailers are using an ever-growing list of channels and [...]

how to set your marketing budget

by denise lee yohn on January 4, 2013 · 0 Comments · in brand communication, business, marketing

It’s a new year and it’s time to set marketing budgets! Looking for guidelines to follow?  First, clarify your marketing objectives. Then you can weigh the importance of achieving those objectives relative to other budget items.  The general rule of thumb is marketing expenditures should be between 2-10% of sales.  However that’s a very broad [...]