Denise Lee Yohn’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

By learning and applying the brand-as-business management approach, Denise’s clients have solved some of their industries’ toughest problems and have become leaders in their field. Scroll over the logos to see Denise’s results.

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