Currently viewing the tag: "marketing"

mike fox on marketing at facebook

by denise lee yohn on August 16, 2012 · 0 Comments · in brand communication, brand touchpoints, marketing

What are some of the latest developments in Facebook marketing?  How is Facebook changing the nature of brand-building? These are some of the questions I cover in today’s interview with Facebook’s head of Global Vertical Marketing, Mike Fox.  Mike’s group is charged with developing category-level marketing strategies for Facebook’s clients, so he is able to share [...]

professor peter fader on customer centricity

by denise lee yohn on March 20, 2012 · 2 Comments · in brand equity, business, marketing

Get ready for interview guest to challenge everything you thought you knew about customer centricity!  Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania, and the author of the book, Customer Centricity. Peter works with firms from a wide range of industries, such as consumer [...]

marketing as product and profit

by denise lee yohn on March 15, 2012 · 0 Comments · in brand communication, innovation, marketing

brand as business bit:  In Fast Company’s recent write-up on Red Bull, Red Bull Media House managing director Werner Brell is quoted as saying: “[Red Bull founder Dietrich Mateschitz] knew that success would be in how you market the product as much as the product itself.” It reminds me of a favorite quote of mine from Geoffrey [...]

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 [...]

steve jobs on brand-building

by denise lee yohn on March 6, 2012 · 0 Comments · in brand communication, brand delivery, brand names, brand perceptions, brand touchpoints, business, leadership, marketing

On the eve of a special Apple event, it seems the allure of the Apple brand is as strong as ever.  “We have something you really have to see. And touch,” declares the invitation to the March 7th media event.  Quite a buzz has been building up! I don’t know if tomorrow’s announcement will impress [...]

killing retail giants

by denise lee yohn on January 6, 2012 · 3 Comments · in business, innovation, marketing, retail

(The following is the first in a two-part blog-exchange I’m doing with Stephen Denny, author of Killing Giants: 10 Strategies to Topple the Goliath in Your Industry.  Because Steve and I are among those teaching the upcoming Marketing Profs University course, Marketing Your Small Business, we decided to address retailers’ issues and opportunities in these [...]

martin lindstrom on marketers’ manipulation

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

Renown brand author, speaker, and advisor Martin Lindstrom joins me today to talk about the ways marketers manipulate customers and what we should do about it. The topic is the subject of Martin’s latest book, Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy.  From the reports on secret data-mining to [...]

how to succeed in small business

by denise lee yohn on October 18, 2011 · 1 Comments · in business, leadership

Jason Fried, CEO of 37signals, knows a thing or two about small business.  His company has been developing apps for small businesses for seven years.  But it’s how he runs his own company that reveals his keen insight for how to be a successful small business. Tweet

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 [...]

future of marketing

by denise lee yohn on February 8, 2011 · 10 Comments · in brand communication, brand touchpoints, business, innovation, marketing, trends

Late last year, 60 marketing experts shared their visions of the future of marketing through a “micro-conference” run by Sam Rosen of thoughtlead.  It found it fascinating on several levels. Tweet

marketing myopia

by denise lee yohn on April 22, 2010 · 4 Comments · in leadership, marketing

I’ve been mulling over a debate for the past few weeks and haven’t been able to resolve it, so I thought I’d share it here and get your input. The issue is whether marketers should try to increase the marketing function in the organization or whether they should try to increase the marketing capability of [...]

best global brands do’s and don’ts

by denise lee yohn on October 5, 2009 · 0 Comments · in best brands lists, brand value, marketing

Now that everyone has had a chance to digest BusinessWeek/Interbrand’s Best Global Brands report, I thought I’d offer some suggestions for how to use the results. There’s a risk that if someone doesn’t know what brand valuation really means or what it’s useful for, the conclusions and implications drawn from the report could be off. [...]

build your brand without breaking your budget

by denise lee yohn on May 21, 2009 · 0 Comments · in brand delivery, brand touchpoints, marketing

Is it possible to build your brand without spending a bundle? You bet.  So says an article of mine which the American Management Association published this month Tweet