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when differentiation isn’t the answer

by denise lee yohn on April 27, 2010 · 1 Comments · in brand communication, business, innovation, marketing, retail

“Differentiate or die” is probably a familiar mantra to all; and there’s a well-established albeit less pithy corollary – don’t sell the category, sell your brand.  After all, given the overcrowded nature of most categories, the hope of success for most brands rests on their ability to stand out from their numerous competitors.  And promoting [...]

less is more

by denise lee yohn on March 16, 2009 · 0 Comments · in brand extension, brand names, marketing

Haagen Dazs just added a new line — Five — it’s billed as “All-natural ice cream crafted with only five ingredients for incredibly pure, balanced flavor… and surprisingly less fat!“

wasted potential — a series on brand disappointments

by denise lee yohn on January 19, 2009 · 4 Comments · in brand delivery, brand disappointments, brand fun, brand perceptions

What do Lindsay Lohan, the universal remote, and the Bush administration have in common? They are all examples of things that could have been great but have ended up not living up to their potential.