denise lee yohn: brand as business bites™ /

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.
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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.
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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 its high design aesthetic and celebrity fans, but there are plenty of others in the game including Red Mango.  The category is very crowded with operators of all sizes competing in a relatively small niche with punch cards and discount days.  Building brand awareness and shoring up a loyal customer base are particular challenges, which is in part why I’m so interested in the category (liking fro yo also has something to do with it too!)

In the SB piece, Dan explains his thinking and approach to building the Red Mango brand.  Clearly, this is a guy who gets it.  He believes in the power of his brand and he actively nurtures and protects it.  Here are my reactions to his comments, along with some suggestions for how he might ensure his brand-building efforts continue to be successful as the chain grows. (more…)

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 (more…)