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testimonial
"Denise Yohn is that special combination of cool and professional. Our readers love the real-world advice she offers. Her focus on innovative marketing tactics that deliver real ROI is a breath of fresh air."
—Blair Chancey
Editorial Director, Food News Media
Articles
I develop and share new insights in order to advance the thinking and practice of brand-building around the world.
Popular business organizations and publications have featured my writings. These articles relay fresh perspectives on brands, consumers, industries, and management practices. The hottest ideas for growing your business can be found in the Must-Reads collection.
Nine Criteria for Breakthrough Brand Experiences
May 8, 2012
Business Insider
Categories: Customer Experience, Restaurants and Retail
How new and interesting restaurant and retail concepts like Patagonia's Tin Shed and Chipotle-inspired Pie-o-logy create breakthrough brand experiences
The Many Faces of Your Brand
May 1, 2012
QSR Magazine
Category: Restaurants and Retail
Having two distinct customer demographics might expand your sales potential, but it also presents a challenge of marketing to two different bases.
What a Strong Brand Does for a Small Business
April 17, 2012
OPEN Forum
Category: Small Business
Small business owners should invest in it from the start to accelerate growth and make sustained success more likely.
Five P’s to a Priceless CE Retail Experience
April 5, 2012
CEA Digital Dialogue
Category: Restaurants and Retail
Price isn’t the only factor that drives purchase -- by leveraging other “P’s” to deliver a superior brand experience, you can diminish the importance of price and increase customers’ preference for your store.
Once Upon a Company
April 2, 2012
The upMover
Category: Employee Engagement
Storytelling also can be a powerful internal tool, engaging, uniting, and aligning employees.
Make Your Ethnic Concept a Familiar Favorite
April 1, 2012
QSR Magazine
Category: Restaurants and Retail
If you want to introduce your ethnic concept to burger-and-fries-loving Americans, try giving them something they’re familiar with.
5 Lessons From NBC’s ‘The Voice’ on How to Differentiate Your Brand
March 12, 2012
OPEN Forum
Categories: Brand Strategy, Marketing
To increase your brand differentiation, try these approaches, tested and used by the contenders on NBC's The Voice.
3 Ways to Improve Local Marketing
March 1, 2012
QSR Magazine
Category: Restaurants and Retail
For small concepts, diversifying local-store marketing efforts beyond fliers and handouts is the best way to secure new business.
The Brand Equation
February 14, 2012
OPEN Forum
Categories: Brand Communications, Brand Delivery, Culture
A brand isn’t a thing; it’s an equation: Brand = Culture + Customer Experience + Communication
So You Want to Try a New Concept?
February 10, 2012
Restaurant SmartBlog
Categories: Innovation, Restaurants and Retail
Three considerations in designing a new concept test that will ensure you get the most learning and value out of it.
The Super Bowl's Intended Receivers
February 9, 2012
Customer Collective
Category: Brand Communications
Some Super Bowl advertisers seemed clueless or at least very confused about who their intended receivers – i.e., target consumers – were.
Mutiny or Movement – It’s Your Choice
February 6, 2012
Uprising Movements
Category: Employee Engagement
Business leaders need to make a serious commitment to engaging their employees -- or suffer the consequences.
How to Keep ’Em Coming Back
February 1, 2012
QSR Magazine
Categories: Loyalty, Restaurants and Retail
Loyalty programs aren’t the only way to build repeat visits.
Picking a Marketing Firm for Your Company
January 1, 2012
QSR Magazine
Category: Restaurants and Retail
If your company is growing beyond its own marketing capabilities, hiring a marketing agency might be a smart move. Here’s what to look for.
Crossing the Health & Fitness Tech Chasm
January 1, 2012
CE Vision
Categories: Digital Health, Health/Fitness/Wellness, Innovation
The challenge for health and fitness tech companies is to cross the chasm into broader relevance and appeal to the mainstream market.
