Brand expert 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:

  • 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 differentiation
  • increasing the efficiency and effectiveness of business processes by reducing conflicts and silo thinking within the organization
  • increasing the market value of the 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 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 alike

By learning and applying the brand-as-business management approach, Denise clients’ have solved some of their industries’ toughest problems and have become leaders in their field:

Restaurants & Retail

Brookstone: resurrected the brand from irrelevance and streamlines 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

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

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

Health, Fitness, and Wellness

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

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

Oakley: crafted a focused brand vision and engaged the organization in working togehter to achieve it

Other

ANT+: differentiated Dell's Public Sector business unit with powerful new brand platform

Bissell: ueled 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 blod 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: justified a substantial price premium with a strategy grounded in product leadership and brand exclusivity

Mitchell: leveraged company culture as competitive advantage

Nautica: leveraged company culture as competitive advantage

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

T-Systems: unleashed the power of the brand as n internal driver of culture and strategy

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