Currently viewing the tag: "differentiation"

how to differentiate

by denise lee yohn on January 7, 2010 · 0 Comments · in brand perceptions, brand tools, marketing

While you are reading this, I’m attending the Consumer Electronics Show.  I’ll be meeting with clients and prospects, attending educational sessions, and walking the show floor — the last activity is one that I always find both exciting and frustrating.  Exciting because there always so many new and cool gadgets and technologies to check out; [...]

what the hottest brands have in common

by denise lee yohn on December 10, 2009 · 0 Comments · in best brands lists, brand perceptions, innovation, marketing

Recently Ad Age published a list of what it considered to be “America’s Hottest Brands.”   The list featured 40 brands that are “setting the pace for innovation — and getting results – right now.”  Although their selection criteria wasn’t clear and I can’t say I agree with all of the choices, I did find some [...]

there’s a brand strategy for that

by denise lee yohn on December 7, 2009 · 4 Comments · in brand perceptions, innovation, marketing

Yesterday’s New York Times’ article, Apple’s Game Changer, Downloading Now, was a fascinating read.  I’m not knowledgeable enough about the technology behind mobile apps to evaluate the story as a representation of the programming and development challenges and opportunities of all the different companies.  But I found it a provocative report on the different brands’ [...]

so you want your own website

by denise lee yohn on November 9, 2009 · 0 Comments · in brand delivery, brand perceptions, brand touchpoints, retail

Recently several manufacturers have announced that they are initiating an e-commerce business.   I’m not sure of the motivations behind these moves but it seems to be a growing trend. Although many manufacturers have been offering direct sales for many years through their own e-commerce sites, it seems we’re seeing a new surge of interest in [...]

i learned more than i taught

by denise lee yohn on July 27, 2009 · 2 Comments · in brand perceptions, marketing

Last week I had the honor of guest-leading a session at the University of California-San Diego. Although the class was about news-writing, the instructor wanted to spend a day focused on brands and so she asked me to do a brief intro to brands and then lead the group in a brand management exercise.  It [...]

how to make haier a household name

by denise lee yohn on July 13, 2009 · 1 Comments · in brand perceptions, marketing, retail

An open memo… To: Richard Block, VP Marketing, Haier America From: Someone Who Really Wants to See Haier Succeed Subject: How to Grow Haier Into a Household Name

if a brand has something to say, say it

by denise lee yohn on April 2, 2009 · 4 Comments · in brand communication, brand disappointments, brand equity

Why do brands that have a strong point of differentiation not position themselves on it??  Quizno’s serves a case in point.