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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 [...]
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 [...]
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 [...]
(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 [...]
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 [...]
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.
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.
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 [...]
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.
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
Thanks to the bailouts, marketers are finding our marketing plans being tried in the court of public opinion – and so far we haven’t been given much of a chance to defend ourselves. In a piece I wrote for MediaPost’s Marketing Daily, “Who’s Afraid of the Big Bad Public?,” I make three suggestions for maligned [...]
BusinessWeek’s analysis of “How HP Got Its Wow! Back” reports on a business metric the Company uses that gives me an idea about measuring marketing productivity.
Reporting “live” from NYC’s Advertising Week! Today I attended a debate entitled “Art vs. Science – The Battleground for the Future of Advertising.” One of the panelists
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