Currently viewing the tag: "brand building"

january brand as business buffet

by denise lee yohn on January 31, 2012 · 0 Comments · in brand as business buffet

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 [...]

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 [...]

lessons from lady gaga

by denise lee yohn on September 6, 2011 · 1 Comments · in brand communication, brand identity, brand perceptions, marketing

In a recent post, I described a meeting I led for one of my clients that needed to engage its senior leadership with its brand. And I mentioned that I had started the meeting with a cheeky “What Can Brands Learn from Lady Gaga?” video. Although I can’t show the video here, I did want [...]

differentiate your way to success

by denise lee yohn on July 20, 2011 · 1 Comments · in brand perceptions, business, marketing

“Differentiation is really the best way for all businesses to address consumers’ new value mindset.” That is the key point of the article the folks at Franchise Update Media Group asked me to write.  Decrease Your Deal-Dependency with Differentiation is part of their latest newsletter (subscribe here). I’ve heard from so many business leaders who [...]

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 [...]

build your brand without breaking your budget

by denise lee yohn on May 21, 2009 · 0 Comments · in brand delivery, brand touchpoints, marketing

Is it possible to build your brand without spending a bundle? You bet.  So says an article of mine which the American Management Association published this month

10 criteria for brand you

by denise lee yohn on March 5, 2009 · 3 Comments · in brand delivery, brand identity, brand perceptions, brand value, trends

A few weeks ago, in response to some inquiries by colleagues and friends, I wrote about personal branding. As a reminder, I suggested

brand you?

by denise lee yohn on February 6, 2009 · 5 Comments · in brand delivery, brand identity, brand perceptions, brand value, trends

Personal branding seems to have re-emerged as a hot topic.  The concept introduced by Tom Peters over 10 years ago is now back on everyone’s radar screens

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