brand-building: yohn on ries

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 (more…)

Posted on January 12th, 2009 by denise lee yohn and filed under brand equity, brand extension | 2 Comments | Comments RSS

underwear that’s fun to wear

The verdict from brand marketers on the worst brand extensions of 2008 is out — Burger King underwear, Kellogg’s hip-hop street wear, and Allstate Green insurance were named the worst offenders. (more…)

Posted on December 20th, 2008 by denise lee yohn and filed under brand extension, marketing | 6 Comments | Comments RSS

james bond on branding

Bond is back!  Quantum of Solace

will launch in theaters beginning this Friday, 11.14.08.  While my, um, affections for the “spy who loved me” are generally pretty visceral, I do believe there are some important lessons for marketers (more…)

Posted on November 10th, 2008 by denise lee yohn and filed under brand extension | 0 Comments | Comments RSS