Currently viewing the tag: "Advertising Age"

five leading business ideas for 2011

by denise lee yohn on December 9, 2010 · 2 Comments · in brand perceptions, brand value, business, leadership, trends

Change happens.  That’s not just a bumper sticker slogan; it’s the state of business today.  Mastering change requires new ways of thinking, talking about, and doing business. I believe the leading companies in 2011 and beyond will distinguish themselves by embracing these five ideas:

six months of stuff for your brain to chew on

by denise lee yohn on July 8, 2010 · 0 Comments · in brand communication, brand delivery, brand perceptions, business, marketing, retail, trends

Now that summer is officially here, I wanted to take a look back at the past 6 months and see what kinds of conversations had been sparked by brand as business bites. The following are the top posts from each month in terms of number of re-tweets, comments, or emails they generated – I’ve also [...]

consumers as creatives

by denise lee yohn on May 24, 2010 · 1 Comments · in brand communication, brand touchpoints, marketing

Rich Thomaselli from Advertising Age called me recently for some comments for an article he was writing, “If Consumer Is Your Agency, It’s Time for a Review.”  The piece turned out to be a great analysis of how the use of John Q. Public to develop ads has “jumped the shark” (as Rich refers to [...]

i’m a vivienne tam

by denise lee yohn on December 21, 2009 · 0 Comments · in brand perceptions, innovation, marketing

I’m fascinated by the recent flurry of activity of designer PCs.  Having worked at Sony during the early years of VAIO (perhaps the first fashionable PC line, launched with its distinctive violet color and sleek features and all), it’s pretty amazing to me to see how the category has developed.

what the hottest brands have in common

by denise lee yohn on December 10, 2009 · 0 Comments · in best brands lists, brand perceptions, innovation, marketing

Recently Ad Age published a list of what it considered to be “America’s Hottest Brands.”   The list featured 40 brands that are “setting the pace for innovation — and getting results – right now.”  Although their selection criteria wasn’t clear and I can’t say I agree with all of the choices, I did find some [...]

a cmo’s dream team

by denise lee yohn on October 19, 2009 · 3 Comments · in business, leadership, marketing

Last week’s Ad Age featured an article called “Why It’s Time to Do Away With the Brand Manager.” The piece, and the Forrester research report which inspired it, argues for “changing the name ‘brand manager‘ to ‘brand advocate,’ and fundamentally changing marketer organizations in response to the onset of the digital age.” It reminded me [...]

a case against user-generated ad contests

by denise lee yohn on September 10, 2009 · 3 Comments · in brand communication

Last week Ad Age announced that Anheuser-Busch InBev is holding an online contest in China in which consumers can pitch ideas for a Budweiser TV spot which will run during next year’s Chinese New Year.  The only brief to the aspiring ad-makers:  the commercial must include ants (a recurring theme for the brand’s Chinese New [...]

creative brief template

by denise lee yohn on August 18, 2009 · 0 Comments · in brand communication, brand tools

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

how to make haier a household name

by denise lee yohn on July 13, 2009 · 1 Comments · in brand perceptions, marketing, retail

An open memo… To: Richard Block, VP Marketing, Haier America From: Someone Who Really Wants to See Haier Succeed Subject: How to Grow Haier Into a Household Name

segmentation: what’s it for?

by denise lee yohn on April 16, 2009 · 1 Comments · in marketing

There’s a healthy debate going on over at AdAge.com this week — a POV by Michael Fassnacht, Chief Customer Intelligence Officer at DRAFTFCB entitled “The Death of Consumer Segmentation?”

brand-building: yohn on ries

by denise lee yohn on January 12, 2009 · 2 Comments · in brand equity, brand extension

Last week’s Ad Age featured a column by brand luminary Al Ries that I just can’t let go without comment.  Ries’s main thesis is that brands must remain narrowly focused

trends we watched in 2008

by denise lee yohn on December 29, 2008 · 0 Comments · in brand communication, brand delivery, brand fun, marketing, trends

Before we quickly toss aside 2008 with the carelessness due a former lover, I thought it might be enlightening to look back on the predictions that were made at this time last year —

on marketing and leadership

by denise lee yohn on November 20, 2008 · 1 Comments · in brand value

Last week’s Ad Age juxtaposed 2 pieces worth noting: First was an excerpt from David Aaker‘s latest book, “Spanning Silos:  The New CMO Imperative.” Its main thesis