Top Rated Keynote Speaker, Consultant and Author

Organizations across a wide range of sizes, types, and sectors have called on Denise for over 25 years to help solve their toughest challenges.

Denise’s brand-as-business management approach delivers quantitative and qualitative results in all business areas — top-line, bottom-line, and behind the scenes, including:

  • Attracting and retaining more customers because your offerings are grounded in rich insights about how to meet changing demand
  • Sustaining price premiums and higher margins because customers are willing to pay more for brands they are emotionally connected to
  • Strengthening competitive advantage by establishing and leveraging market relevance and brand differentiation
  • Increasing the efficiency and effectiveness of business processes by reducing conflicts and silo thinking within your organization
  • Increasing the market value of your business to investors and M&A prospects based on stronger customer equity, more efficient business processes, and intangibles/”goodwill”
  • Experiencing better results in employee recruiting, training, productivity, and retention
  • Shoring up negotiation power with suppliers, channels, etc. due to a stronger market position
  • Having more significant, valuable, and lasting impact by explaining why you do what you do in a way that gives more meaning to your relationships with customers, shareholders, and stakeholders

Restaurants and Retail

Sprouts Farmers Market: prepared for accelerated unit growth with clear brand focus and differentiation

Jack in the Box: made the brand more than just a me-too fast food copycat and galvanized the organization

Brookstone: resurrected the brand from irrelevance and streamlined a complex portfolio of brands and products

Burger King: met the challenge of building sales overnight and building the brand over time with a creative brand strategy

eBags: broke-out of the online marketing trap or price competition and product commoditization

Jamba Juice: transformed a copycat punch-card loyalty program into a brand-building customer relationship builder

Kipling: propelled the brand into new channels and new products with an energizing brand platform and customer segmentation

Dunkin’ Donuts: assessed the opportunity to expand into new markets

Islands Restaurant: increased brand relevance and appeal

Target: developed start-up brands

Health, Fitness, and Wellness

Oakley: focused the brand and organization on a clear vision

Asics: plotted how to tap into a fast-growing market by extending a well-defined brand

Designer Whey: unleashed the potential of a niche product to become a more popular and more profitable lifestyle brand

FritoLay: determined how to break free from old perceptions and establish a believable new brand position

MultiCare Healht System: identified the best way to integrate disparate brands and organizations after an M&A

New Balance: recharged the organization, product development, and marketing efforts with a renewed competitive edge

Road Runner Sports: attracted new customers in new channels with a more dynamic brand platform and increased marketing effectiveness


Sony: unleashed the power of the brand as an internal driver of culture and strategy

Chevron: advanced the adoption and practice of diversity and inclusion as corporate values

ANT+: engaged alliance of partner companies to support their common brand

Bissell: led a successful new product introduction with a persuasive brand platform

Covad: productized an operational competency to create a breakthrough brand

Dell: differentiated Dell’s Public Sector business unit with powerful new brand platform

Denon: charted a bold breakthrough in the sea of consumer electronics sameness

Hitachi: justified a substantial price premium with a strategy grounded in product leadership and brand exclusivity

McIntosh: increased sell-through by inspiring dealers with the brand and developing tools to facilitate customer engagement

Mitchell: leveraged company culture as competitive advantage and initiated customer experience design

Nautica: exploited weaknesses of bigger competitors with a targeted brand relaunch

T-Systems: reclaimed brand leadership in a category replete with copycats and low-cost providers

WOMEN unlimited: made a bigger impact with Fortune 1000 customers by channeling the brand through the sales process

Clients Rave About Denise Lee Yohn

Yohn knows exactly what it takes to raise a brand to the top and keep it there. Here she shares techniques that can elevate a brand to icon status.  Yohn’s book is helpful reading for executives and managers at all levels, and it will guide the next generation of great brands.

Publisher's Weekly

What Great Brands Do is well-written and insightful… This is a book worth reading over and over.

Verne Harnish

Founder and CEO of Gazelles, Founder of Entrepreneurs' Organization (EO), Author of Scaling Up

With her finger on the pulse of today’s competitive business landscape, Denise Lee Yohn knows more than most how to create, sustain, and leverage a great brand. Her writing style coaches readers in a warm and conversational way as she offers up-to-the-minute advice, inspiring examples of organizations who have done it right, and cautionary tales of some who haven’t.  If you care about building your brand to grow your business, you can’t afford not to read What Great Brands Do by Denise Lee Yohn.

Ken Blanchard

Coauthor of The One Minute Manager® and TrustWorks!

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