Currently viewing the tag: "brand as business"
Hi folks! Trying a new feature this year — a monthly round-up of my published content. It’s a mental buffet of ideas that may seem schizophrenic at times (I do work on fast food restaurants as well as fitness brands, after all!), but it’s all in the service of helping companies understand and apply the [...]
In a post earlier this week, I started to address why some companies don’t operationalize their brands. I suggested that there are 3 kinds of business leaders who fail to leverage the full potential of their brands.
Over coffee the other day a colleague asked me a question I actually get asked a lot: Do you find that people “get it?” By “it” he was referring to operationalizing the brand, the approach I teach and help my clients implement. He asked because he’s found, as have I, that although many company leaders [...]
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 [...]
I’ve been mulling over a debate for the past few weeks and haven’t been able to resolve it, so I thought I’d share it here and get your input. The issue is whether marketers should try to increase the marketing function in the organization or whether they should try to increase the marketing capability of [...]
As 2009 draws to a close, I thought I’d take a quick look back at significant developments of the past year. And what a year it’s been, hasn’t it?! Last January, I don’t think any of us could have predicted how bad things would get (the economic downtown, collapse of the automotive industry, Adam Lambert’s [...]
a paper and video that introduces fresh thinking and a new management approach to jumpstart the recovery
Five years ago this month, I became an independent! Yep – back in September of 2004, I followed the advice of a book title I heard of (“Feel the Fear and Do It Anyway”) and resigned my VP/GM Brand and Strategy post at Sony Electronics, Inc. to hang out a shingle as an independent brand [...]
The folks at ChangeThis* are considering publishing my manifesto, “Reset: Re-ignite Your Business with the Power of Your Brand“ — and I need your votes to make it happen.
starbucks went changin’ — best blogpost revisited
by denise lee yohn
on September 1, 2009
· 1 Comments
· in brand equity, brand fun, marketing, retail
Congratulations to Jon Galloway, the winner of the “vote for the best blogpost” celebration I held to mark the 1-year anniversary of my blog! Jon voted for “don’t go changin’ to try to please them,” a post I had written about why brands shouldn’t go chasing after customers. Jon explains his choice: This really resonated [...]
My Patagonia catalog arrived in the mail today and I was reminded once again of all the things the Patagonia brand does that don’t seem to make sense — but they do. The catalog’s inside cover spread,
brand value creation — internal business process
by denise lee yohn
on June 18, 2009
· 4 Comments
· in brand delivery, brand value, brand value creation, business, marketing
The series on brand value creation continues today with a look at how brands create value for companies in their Internal Business Processes. Although a brand’s ability to create value from the Financial and Customer perspectives is probably the most important, its impact on Internal Business Processes is the most fundamental.
Earlier this week, I spoke on “Gaining the Competitive Edge: How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets” at the Marketing Forum. The workshop outlined the “brand as business” management approach — that is, the deliberate and systematic management of the business around the brand — thinking of the brand [...]
Next week I’m speaking at The Marketing Forum, a national conference for Chief Marketing Officers and brand managers. My talk is on “Gaining the Competitive Edge: How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets.”
One of Harvard Business Review‘s pieces on marketing in these tough economic times left me feeling ambivalent. In “Five Rules for Retailing in a Recession,” the authors outline how retailers can discover that “a larger universe of growth and productivity opportunities is open to them than they might believe.”
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