Currently viewing the tag: "brand identity"

reinventing normal

by denise lee yohn on September 20, 2012 · 0 Comments · in brand communication, brand perceptions

brand as business bit:  Have you seen the latest TV commercial for Amazon?  It’s terrific!  Why? It talks about what Amazon has already done.  Unlike many technology ads that make promises about great things companies are working to make possible, this ad is basically a review of all the great things Amazon has already done. [...]

build a breakthrough brand: brand essence and positioning

by denise lee yohn on September 10, 2012 · 0 Comments · in brand perceptions, build a breakthrough brand, marketing

“How to Clarify Your Brand Essence” and “How to Position Your Brand” are the newest videos in the “How to Build a Breakthrough Brand” series. Tweet

siri vs speaktoit: a perspective on modern brand names

by denise lee yohn on November 8, 2011 · 4 Comments · in brand identity, brand names, brand perceptions, marketing, trends

My curiosity was piqued by the headline of a recent article comparing Siri, the personal assistant application on new iPhones, to Speaktoit, currently available on Android phones – but not because I wanted to understand the differences between the apps.  I was struck by how different the two names are – Siri:  short, cute, a [...]

lessons from lady gaga

by denise lee yohn on September 6, 2011 · 2 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 [...]

garden fresh practices fresh business principles

by denise lee yohn on February 22, 2011 · 3 Comments · in brand extension, brand identity, brand perceptions, business, innovation, leadership

Thanks to my column-writing gig with QSR Magazine, I recently got an insiders’ look at a remarkable company, Garden Fresh Restaurant Corp.  You probably know them as Souplantation, the 110+ unit salad and soup buffet concept, or Sweet Tomatoes, the name they operate under outside of Southern California. Tweet

brand obituaries

by denise lee yohn on February 22, 2010 · 1 Comments · in brand perceptions, brand tools

I’m working with a client to develop a new brand platform and thought I’d share one of the tools I used in my engagement – Brand Obituaries. Tweet

strategic brand platforms

by denise lee yohn on January 28, 2010 · 2 Comments · in brand tools

Later today I will be presenting the new strategic brand platform to the Board of Directors for an organization I’ve been working with.  I thought I’d take this opportunity to share my approach to brand strategy. Tweet

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 [...]

debating the brand ultimatum

by denise lee yohn on August 18, 2008 · 8 Comments · in brand extension, brand identity

Joe Pine — author of the several best-selling business books including the recently published Authenticity, consultant, former TED speaker, cigar-aficionado, and a really smart guy — opened a friendly debate with me Tweet