Currently viewing the tag: "brand communications"

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

the science of viral ads

by denise lee yohn on May 14, 2012 · 0 Comments · in brand communication, marketing

brand as business bit:  What makes an ad something people want to share with others?  Is there a secret formula for making ads that are most likely to be shared? The March issue of the Harvard Business Review included a report by Harvard prof Thales Teixeira who tracked viewers’ eye movements and facial expressions while [...]

april brand as business buffet

by denise lee yohn on April 30, 2012 · 0 Comments · in brand as business buffet

BurgerKing, Volvo, Coke, LEGO, and ShoeDazzle were some of the brands in my recent conversations.  Peruse this recap of my content this month to see what you might have missed: Tweet

mccabe on advertising

by denise lee yohn on April 6, 2012 · 0 Comments · in brand communication

brand as business bit:  Tucked away in last week’s New York Times automotive section was a great piece about advertising.  The subject was Ed McCabe (of Scali, McCabe, Sloves fame) whose  iconoclastic approach to advertising etched into our brains safety as Volvo’s brand identity.  Three points  about Mr. McCabe’s strategy really resonated with me: “Volvo’s reputation [...]

february brand as business buffet

by denise lee yohn on February 28, 2012 · 0 Comments · in brand as business buffet

A new definition of brand.  Inspiring employees.  My take on the Super Bowl ads and the new Taco Bell tagline.  Check out my writings on these and other topics in the following “brand as business buffet,” a round-up of content from me from this past month. retail and restaurants: How to Keep ‘Em  Coming Back [...]

a brand lesson from komen and planned parenthood

by denise lee yohn on February 13, 2012 · 0 Comments · in brand communication, brand delivery, business, leadership

brand as business bit:  I’m interested in the Komen/Planned Parenthood situation from a brand point of view, not a political or moral one.  That’s why a piece by James Gregory, CEO of Core Brand, a brand valuation consultancy, piqued my interest. He says the Komen organization should have done things differently by focusing on: “basic [...]

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 [...]

the problem with menu labeling

by denise lee yohn on May 27, 2010 · 0 Comments · in brand communication, brand touchpoints

The new laws popping up which require restaurants to post calorie counts next to food listings have me concerned. This may come as a surprise to those who know me – after all, I am a fitness enthusiast and I try to practice healthy eating.   So the nutritional content of food is really important to [...]

what at&t could learn from mcdonald’s

by denise lee yohn on April 14, 2010 · 0 Comments · in brand communication, brand delivery, brand perceptions, marketing, retail

I usually try to keep my critiques to categories I’ve worked in, primarily because I think it’s irresponsible for me to comment on what works and what doesn’t when I have little basis for my assessment other than being a consumer.  So I initially demurred when some folks have asked for my POV on AT&T’s [...]

manthems, delusions, and other super gaffes

by denise lee yohn on February 8, 2010 · 0 Comments · in brand communication, brand fun, brand perceptions

If you’ve been in the business long enough, you come to understand there are some basic rules to follow when running an ad on the Super Bowl.  Humor works best.  Use animals or big-breasted women – or both.  Wow people with extraordinary settings and production values. Many of the advertisers on last night’s big game [...]

my superbowl was filled with guacamole (podcast)

by denise lee yohn on January 27, 2010 · 0 Comments · in podcast only

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corporate reports are brand touchpoints

by denise lee yohn on September 28, 2009 · 1 Comments · in brand communication, brand touchpoints

I’ve been doing research on some companies and have spent quite a bit of time looking at companies’ corporate reports – e.g., annual reports, official statements, corporate presentations, etc.  I’m amazed at how many companies completely overlook these reports as touchpoints through which people experience their brands.  Often the reports are dry and pedantic or [...]

strategic alignment, the zoo way

by denise lee yohn on September 21, 2009 · 0 Comments · in business, leadership

Last week I had the pleasure of hearing the Director of Vision, Innovation, & Strategy for the San Diego Zoo, Beth Branning, speak about “Implementing Organization-Wide Strategic Alignment.”  The story of her efforts to drive through the organization the Zoo’s 5-year strategic plan provides some valuable insights and takeaways. Tweet

who’s afraid of the big bad public

by denise lee yohn on March 2, 2009 · 0 Comments · in brand communication, marketing

Thanks to the bailouts, marketers are finding our marketing plans being tried in the court of public opinion – and so far we haven’t been given much of a chance to defend ourselves. In a piece I wrote for MediaPost’s Marketing Daily, “Who’s Afraid of the Big Bad Public?,” I make three suggestions for maligned [...]