Currently viewing the tag: "operationalize"
what makes a brand strong
by denise lee yohn
on October 22, 2012
· 0 Comments
· in best brands lists, brand delivery, brand perceptions, brand value
brand as business bit: By now you’ve probably read about Interbrand’s latest report on the Best Global Brands. While most people were focused on the rankings, I was more interested in the piece about the valuation methodology which was buried in the report. Interbrand’s methodology is part art and part science, as evidenced by the [...]
best bits of 2010
by denise lee yohn
on December 21, 2010
· 0 Comments
· in brand communication, brand delivery, brand perceptions, brand touchpoints, business, leadership, marketing, retail
Whew! What a year it’s been. Over the past year, my brain has pumped out 1778 tweets, 81 brand as business bites blog posts, 17 videos, 11 published articles, 11 brand as business brief newsletters, 10 podcast interviews, 8 QSR Magazine columns, 8 Slideshare documents, 7 speaking engagements, 3 guest blog posts, and countless random [...]
Sometime in the next year or two, I predict U.S. companies will undergo a human resources crisis. As businesses stabilize and people become accustomed to a certain degree of economic uncertainty, a high level of turnover is likely to threaten companies’ recoveries. Employees who survived multiple rounds of layoffs over the last couple of years [...]
In a post earlier this week, I started to address why some companies don’t operationalize their brands. I suggested that there are 3 kinds of business leaders who fail to leverage the full potential of their brands. Tweet
Over coffee the other day a colleague asked me a question I actually get asked a lot: Do you find that people “get it?” By “it” he was referring to operationalizing the brand, the approach I teach and help my clients implement. He asked because he’s found, as have I, that although many company leaders [...]
A couple of months ago I gave a workshop on my topic “Brand as Business: How Companies Drive Business Growth by Operationalizing Their Brands.” Feedback was so positive I thought I’d get a brief video of excerpts made to share with my readers here. Please check it out and let me know what you think [...]
Attention: fast food marketers – you’re wasting half of your advertising! But I’m not talking about the waste that John Wanamaker was referring to in his famous quip about not knowing which half of his advertising was being wasted. I’m talking about the average of 48% of people who say there’s a big difference between [...]
frozen yogurt and the future
by denise lee yohn
on November 16, 2009
· 2 Comments
· in brand delivery, brand tools, leadership, retail
I read with great interest an article in SmartBusiness about Red Mango and the yummy yogurt chain’s founder, president, and CEO of Red Mango, Dan Kim. I’m fascinated by the frozen yogurt chains that have emerged on the cultural landscape in last 5 years. Pinkberry has probably gotten the most coverage in the press, with [...]
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Last week’s Ad Age featured an article called “Why It’s Time to Do Away With the Brand Manager.” The piece, and the Forrester research report which inspired it, argues for “changing the name ‘brand manager‘ to ‘brand advocate,’ and fundamentally changing marketer organizations in response to the onset of the digital age.” It reminded me [...]
My Patagonia catalog arrived in the mail today and I was reminded once again of all the things the Patagonia brand does that don’t seem to make sense — but they do. The catalog’s inside cover spread, Tweet
brand value creation — internal business process
by denise lee yohn
on June 18, 2009
· 4 Comments
· in brand delivery, brand value, brand value creation, business, marketing
The series on brand value creation continues today with a look at how brands create value for companies in their Internal Business Processes. Although a brand’s ability to create value from the Financial and Customer perspectives is probably the most important, its impact on Internal Business Processes is the most fundamental. Tweet
Next week I’m speaking at The Marketing Forum, a national conference for Chief Marketing Officers and brand managers. My talk is on “Gaining the Competitive Edge: How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets.” Tweet
fitness clubs need to shape up
by denise lee yohn
on November 17, 2008
· 1 Comments
· in brand communication, brand delivery, brand perceptions, brand touchpoints
Like so many others, the fitness club industry is suffering these days. The Denver Post recaps some of the difficulties chains like Life Time Fitness and the YMCA are facing. Tweet
fan of joe’s
by denise lee yohn
on November 14, 2008
· 0 Comments
· in brand delivery, brand touchpoints, marketing, retail
Last week, Whole Foods announced its dismal 4th quarter results — net income for the quarter fell 96% to $1.5M and comparable store sales (the key metric for retail business health) Tweet
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