Currently viewing the category: "marketing"

think of ads as movie trailers

by denise lee yohn on February 16, 2012 · 1 Comments · in brand communication, marketing

brand as business bit:   Here’s a quick add to my previous critique of this year’s Super Bowl commercials. Making a Super Bowl ad involves a level of innovation, strategy, and skill that rivals what goes into making the advertised product itself.  So it’s helpful to see what can be learned from those in a similar [...]

the super bowl’s intended receivers

by denise lee yohn on February 9, 2012 · 0 Comments · in brand communication, marketing

Super Bowl advertisers could learn a thing or two from Eli Manning. The Giants’ quarterback threw some crisp, clean passes in Sunday’s Super Bowl because he was crystal clear about who the intended receiver was.  Moreover he used his insights about the receiver – how fast he could run, how well he could outmaneuver the [...]

ghosts of super bowl pasts

by denise lee yohn on February 4, 2012 · 0 Comments · in brand communication, marketing

brand as business bit:  During the Big Game tomorrow, most eyes will be on Tom and Eli, but it’s David, Jerry, and Elton and the other celebs featured in more than a third of the ads who I’ll be most keen on watching.  That’s because Super Bowl ads make for great case studies on what [...]

thank you and come again

by denise lee yohn on February 2, 2012 · 0 Comments · in brand communication, brand touchpoints, marketing, retail

brand as business bit:  My latest Brand New Perspectives column in QSR Magazine answers a QSR operator’s question about keeping customers coming back. The piece outlines my thoughts on increasing purchase frequency — an objective of practically every marketer — I would be remiss if I didn’t mention the effectiveness of a heart-felt ‘thank you.’  [...]

vickie achee on the grand retail experiment at patagonia

by denise lee yohn on January 24, 2012 · 0 Comments · in business, innovation, marketing, retail

Today’s interview takes a peek behind the curtain at an extraordinary company, Patagonia.  Patagonia is known worldwide as an outdoor clothing and gear brand, but I wanted to better understand the company’s retail strategy.  Who better to ask than the head of marketing for the North America Retail Division at Patagonia, Vickie Achee. A twenty-plus [...]

brand-building for small businesses

by denise lee yohn on January 16, 2012 · 0 Comments · in brand perceptions, brand touchpoints, business, marketing

brand as business bit:  I just taught “Why Small Businesses Need Brands and How to Build Them,” a session in Marketing Profs University course on Marketing Your Small Business. I talked about how brands don’t only create value for large companies — they’re also important to small businesses.  A couple of reasons: Small businesses need to [...]

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 [...]

killing retail giants

by denise lee yohn on January 6, 2012 · 3 Comments · in business, innovation, marketing, retail

(The following is the first in a two-part blog-exchange I’m doing with Stephen Denny, author of Killing Giants: 10 Strategies to Topple the Goliath in Your Industry.  Because Steve and I are among those teaching the upcoming Marketing Profs University course, Marketing Your Small Business, we decided to address retailers’ issues and opportunities in these [...]

brand experience brief: ihop express

by denise lee yohn on December 19, 2011 · 5 Comments · in brand delivery, brand names, marketing, retail

(Welcome to the latest “brand experience brief” — insights from my audits of new and interesting retail and restaurant concepts.) What:  ihop express test concept from the 1500-unit casual dining chain, IHOP targeted to “Millennials who don’t do breakfast,” the format is intended to give the younger target “an on-the-go option” since they don’t go [...]

tiffany vandemark on chobani fit

by denise lee yohn on November 29, 2011 · 0 Comments · in business, marketing

At a recent tradeshow I ran across something quite interesting.  Chobani, the makers of the popular Greek-style yogurt, has launched Chobani Fit. Chobani Fit is an innovative fitness program that combines encouraging “Fun In Training” with educating consumers on the brand’s place in a healthy lifestyle.  I’ve invited Chobani’s Director of Wellness Initiatives, Tiffany Vandemark, [...]

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 [...]

when computer science and neuroscience intersect

by denise lee yohn on October 10, 2011 · 3 Comments · in business, marketing

The potential that lies at the intersection of computer science and neuroscience is outlined in a new, quite literally mind-blowing book, The Two-Second Advantage: How We Succeed by Anticipating the Future—Just Enough by Vivek Ranadivé and Kevin Maney.  It’s my pleasure to introduce this work to you in this the first post of the book’s [...]