Currently viewing the tag: "differentiation"

nothing more than feelings

by denise lee yohn on October 15, 2012 · 0 Comments · in brand communication, digital health and fitness, marketing

“Emotion is the bridge to take to cross the chasm from the early market to the mainstream market.” That was one of the points from my address at a Women in Technology International luncheon last week.  The topic of my talk was “Crossing the Digital Health & Fitness Chasm.” I outlined practices that enable technology [...]

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

has shoedazzle lost its dazzle?

by denise lee yohn on April 23, 2012 · 6 Comments · in brand delivery, brand perceptions, business, marketing

Change is good.  It’s more than good – it’s necessary for growth.  Companies need to evolve their offerings in order to keep things fresh and their customers interested. But what happens when a company changes its business model in a way that strips away a valuable element of its brand equity?  Is it able to [...]

hip help

by denise lee yohn on April 13, 2012 · 0 Comments · in brand communication, brand perceptions, brand touchpoints, innovation, marketing

brand as business bit:  While perusing the aisles at Target awhile back, I stumbled across these really great packages of healthcare products and fell in love: I was so pleased to read the story behind such an ingenious brand in Businessweek.   (Be sure to check out the sidebar on the playbook of gimmicks used [...]

march brand as business buffet

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

Between spring break, March Madness, and primary season, there’s been a lot going on outside the brand world this month.  But there’s also been a flurry of new brand-building content going around.  Here’s a handy recap of what I contributed to the conversation: brand-building: Steve Jobs on Brand-Building – a slide show of what Walter Isaacson’s [...]

start strong, stay strong, finish strong

by denise lee yohn on March 13, 2012 · 0 Comments · in marketing

brand as business bit:   OPEN Forum just published my latest column, 5Lessons from NBC’s ‘The Voice’ on How to Differentiate Your Brand. In addition to providing insights on differentiation, the blind auditions on ‘The Voice’ conveyed some other important marketing lessons: start strong – A single strong starting note was sometimes enough to make an impression [...]

brand experience brief: the habit

by denise lee yohn on March 8, 2012 · 0 Comments · in brand communication, brand perceptions, brand touchpoints, business, marketing, retail

(Here’s the latest in a series of “Brand Experience Briefs” — reports with insights and analysis of new and interesting restaurant and retail concepts.) The Habit is one of the many “better burger” chains generating a lot of buzz these days. Although its charburgers do taste good, the company needs to work harder to differentiate the brand [...]

january brand as business buffet

by denise lee yohn on January 31, 2012 · 0 Comments · in brand as business buffet

Hi folks!  Trying a new feature this year — a monthly round-up of my published content. It’s a mental buffet of ideas that may seem schizophrenic at times (I do work on fast food restaurants as well as fitness brands, after all!), but it’s all in the service of helping companies understand and apply the [...]

12 truths to guide retailing in 2012

by denise lee yohn on January 21, 2012 · 0 Comments · in business, innovation, retail

DLYohn 12 Truths to Guide Retailing in 2012 Check out the key points about success in retail from speakers at last week’s NRF’s Retail BIG Show in 2012. View more presentations from Denise Lee Yohn, Inc. Tweet

differentiation through specialization

by denise lee yohn on January 12, 2012 · 0 Comments · in brand perceptions, business, marketing

brand as business bit:  Next week I’m teaching a webinar, Why Small Business Needs Brands and How to Build Them, as part of a Marketing Profs University course on Marketing Your Small Business.  Here’s a sneak preview: One of the topics I will cover is how to differentiate — and among the approaches I will [...]

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 [...]

differentiate your way to success

by denise lee yohn on July 20, 2011 · 1 Comments · in brand perceptions, business, marketing

“Differentiation is really the best way for all businesses to address consumers’ new value mindset.” That is the key point of the article the folks at Franchise Update Media Group asked me to write.  Decrease Your Deal-Dependency with Differentiation is part of their latest newsletter (subscribe here). I’ve heard from so many business leaders who [...]

say cheese

by denise lee yohn on June 21, 2011 · 0 Comments · in brand communication, brand perceptions, innovation, marketing

What do cameras and sandwiches have in common? A lot, Jonathan Kaplan hopes. The creator of Flip Video, the super-simple camcorder device that provided a lot of the initial fuel behind YouTube’s early growth, has gotten a lot of press lately about his latest aspiration: The Melt, a nationwide chain of restaurants offering gourmet variations [...]

david aaker on brand relevance

by denise lee yohn on June 14, 2011 · 0 Comments · in brand extension, brand perceptions, innovation

David Aaker, author, brand guru, Vice Chairman of the brand consulting firm Prophet, and professor emeritus at Berkeley’s business school, joins me for a provocative interview on the state of brands today. Providing color and context for his latest book, Brand Relevance: Making Competitors Irrelevant, Dave explains: why the only way for brands to win is to [...]

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 [...]