The brand-as-business approach applies brand thinking to the generation of insights about your business—its strengths, its challenges, and its opportunities.
Your organization might be faced with increased competition, adjusting to new market segments, or needing to ensure consistent service as the business expands. Sales teams, regional offices, operations executives, and marketers may all attempt to address these challenges in their own way.
Brand thinking enables your organization to develop and share a single vision that unites these disparate perspectives.
Brand Diagnostic — A Brand Diagnostic provides an evaluation of your brand’s current performance on 10 key metrics to diagnose current performance and uncover new growth opportunities. To conduct a brand diagnostic, Denise audits and analyzes your brand from three critical perspectives:
- Your customers—the demand landscape, key target segments, drivers of purchase/usage.
- Your context—competitive strengths and vulnerabilities, category trends, macro-factors
- Your company—existing and pipeline products/services, capabilities, assets, resources. The brand-as-business management approach applies a brand lens to generate shared insights about your business and identify the best new growth opportunities for your brand.
Competitive Landscape Map — a visual depiction of your frame of reference (who you compete with), key competitors’ positionings, and your brand’s optimal competitive position.
A clear, crisp articulation of the competitive landscape and the desired position for your brand facilitates internal understanding of and alignment with the strategic priorities and changes necessary for competitive advantage.
Customer and Consumer Research — anthropological, qualitative, and quantitative methodologies which uncover rich insights about market opportunities.
Your brand platform and critical strategies—innovation, customer experience, sales, marketing, etc.—should be informed by insights from your customers and/or consumers.
Clients Rave About Denise Lee Yohn
“Denise brought clarity to the Sprouts brand and enabled leaders to have thoughtful discussions around our core values and how we preserve them as we grow. As a result we’re seeing renewed enthusiasm among team members at all levels of the company and have a clear brand roadmap guiding our business that will remain relevant for years to come.”
CEO, Sprouts Farmers Market
Denise puts science into the art of brand building. Brands are built with discipline and it is discipline that Denise challenges companies to understand. Her quiver of tools to extract the essence of a brand and to develop a framework for evolving its market value are sharp and effective. I have the utmost respect for her experience and methodologies.
Marketing head, Road Runner Sports
I’ve worked with Denise in different capacities over the years (client and colleague) and the result is always the same. She uncovers fresh insights into the consumer and the brand and then seamlessly connects the dots.
Co-President, Executive Director/Brand Innovation
Denise has brought fresh thinking and insights to the challenge of re-energizing our brand and helping us differentiate in a sea of fast food sameness. She contributes a unique combination of smart analysis, category expertise, and an energizing work style.
Terri Funk Graham
Senior Vice President and Chief Marketing Officer, Jack in the Box
Denise is a consummate professional and a pleasure to work with. Her results are beyond superb and she provides outstanding value. Denise provides structure and insights to all marketing related problems. It all goes without saying that Denise’s work has been pivotal in the development, strategies and growth of NEXT Proteins, Inc.
David A. Jenkins
CEO, NEXT Proteins, Inc.
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.
Editorial Director, Food News Media