Currently viewing the tag: "brand strategy"

how to succeed in new markets

by denise lee yohn on March 27, 2013 · 0 Comments · in brand communication, brand extension, brand names, business, marketing, retail

brand as business bit:   To expand or not to expand, that is the question — the question most companies grapple with at some point. While entering a new market certainly opens up a new revenue stream and increases the impact and stature of your brand, it can also add complexity and variability that threaten your [...]

build a breakthrough brand: align, inspire & engage stakeholders

by denise lee yohn on October 1, 2012 · 0 Comments · in brand delivery, build a breakthrough brand, leadership

Welcome to the last two videos in the series, “How to Build a Breakthrough Brand” – these 10 short sessions provide the tools and instruction you need to build a brand that breaks through the clutter and competition and helps build valuable relationships with your customers. Tweet

build a breakthrough brand: touchpoint alignment and cohesive customer experience

by denise lee yohn on September 24, 2012 · 0 Comments · in brand delivery, brand perceptions, brand touchpoints, build a breakthrough brand

If you want a powerful, valuable brand, you’ve come to the right place.  We’re more than half-way through the video series, “How to Build a Breakthrough Brand.” So far, in this 10-session series on the steps in the brand development process, we’ve covered: Tweet

build a breakthrough brand: differentiation and brand portfolio optimization

by denise lee yohn on September 17, 2012 · 0 Comments · in brand delivery, brand perceptions, brand portfolio, build a breakthrough brand

Here are the latest installments in the FREE video series “How to Build a Breakthrough Brand” — teaching you how to build a brand that’s relevant, differentiated, and powerful. Tweet

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

build a breakthrough brand: how to assess your brand

by denise lee yohn on September 6, 2012 · 0 Comments · in brand delivery, brand equity, brand perceptions, build a breakthrough brand

Welcome to the new video series, “How to Build a Breakthrough Brand.”  These 10 short sessions – each comprised of a 3-4 minute video and downloadable worksheet — are designed to introduce you to the fundamentals of brand-building.  Tweet

the retail organization of the future

by denise lee yohn on September 5, 2012 · 5 Comments · in brand delivery, leadership, retail

One thing’s for certain in retail today – it’s a brand new world.  The old way of doing things just isn’t going to cut it.  To be ready for newly empowered customers and further increases in costs, we need to think about – and operate – our businesses differently. Tweet

build a breakthrough brand: how to do a brand diagnostic

by denise lee yohn on September 4, 2012 · 0 Comments · in brand delivery, brand perceptions, build a breakthrough brand

Today is the kick-off of my new video series, “How to Build a Breakthrough Brand.”  In 10 sessions, you’ll learn the fundamentals of brand-building — from assessing your current brand performance to developing a new brand platform to engaging your stakeholders in delivering your brand. Tweet

it’s all relative

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

brand as business bit:  This week’s BusinessWeek features a story outlining Campbell’s strategy to stem the tide of declining soup sales.  The venerable firm is introducing Go! Soup, a “ready-to-eat meals line coming this month in varieties that include chorizo, pulled chicken with black beans, and golden lentils with madras curry.” One commentator expressed his [...]

beat the brand extension odds

by denise lee yohn on June 25, 2012 · 0 Comments · in brand extension, business, marketing to women

brand as business bit:   What did the most successful food and beverage consumer packaged goods brands introduced in 2011 have in common?  According to the New Product Pacesetters Top 10 Food and Beverage Brands report,  they were all brand extensions like M&M’S Pretzel and Kellogg’s Special K Cracker Chips. But not all brand extensions are as impactful.  In fact, the [...]

whose brand are customers loyal to?

by denise lee yohn on June 20, 2012 · 2 Comments · in brand equity, business, retail

The question of brand loyalty sits right in the middle of the tug of war between retailers and manufacturers.    Are customers loyal to a retailer because of the brands it carries or because of the retail store itself?  Said another way – will a customer patronize any retailer that carries the brands she’s looking for, [...]

competitive brand positioning

by denise lee yohn on April 27, 2011 · 2 Comments · in brand perceptions, brand tools, business

At last week’s MINDBODY University, I had the opportunity to teach business leaders how to increase their competitive advantage. Although the seminar was attended by business owners in the health, fitness, and wellness industries, the principles we covered are instructive to most all businesspeople and so I thought I’d share them here. The core of [...]

america’s next great restaurant episode seven recap

by denise lee yohn on April 18, 2011 · 3 Comments · in business, marketing

DLYohn America’s Next Great Restaurant 04.17.11 Episode 7 Recap from Denise Lee Yohn on Vimeo. other recaps of america’s next great restaurant show: how attention to detail can make or break a business — episode 6 recap why the adage “the customer is always right” isn’t always right — episode 5 recap 3 keys to [...]

climbing to the top of business, part 2

by denise lee yohn on October 27, 2010 · 0 Comments · in business, innovation, leadership

Last week I started a mini-series inspired by Jim Collins, who spoke at the World Business Forum for which I had been invited to guest-blog (see my recap post of the Forum, the best bits from the speakers, and my souvenir photo of the Bloggers Hub).  My last post relayed nuggets of wisdom Collins’ has [...]

the joy luck club method to brand strategy

by denise lee yohn on July 15, 2010 · 0 Comments · in brand communication

I’ve finally gotten around to reading “The Opposite of Fate:  A Book of Musings,” a book released quite awhile ago by Amy Tan, the author of best-selling novels like The Joy Luck Club and The Kitchen God’s Wife.  Like all of her other writings, this book has been a delight to devour.  Not only has [...]