Through the years, Denise Lee Yohn has had the privilege of working on some of the world’s greatest brands and studying many others. She shares her insights, observations, and ideas about brands, businesses, and the people who work on them in articles, newsletters, videos, presentations, and more.

To Read:


New Generation Of Tech CEOs At Uber, Microsoft And Google Lead With Culture

November 15, 2017


Topics: Culture, Leadership

Keywords: employee culture, corporate culture, workplace culture, technology company culture, Uber CEO, Google CEO, Microsoft CEO, tech leadership, Satya Nadelli, Sundar Pichai, Dara Khosrowshahi, leading with culture

In recent years, three leading technology players — UberMicrosoft, and Google —have installed new CEOs whose primary missions seem to be more about core values than core technology.

Five New Customer Experiences

November 10, 2017

Chain Store Age

Topics: Restaurants and Retail, Customer Experience, Brand Experience

Keywords: brand experience, retail customer experience, Chain Store Age, disruptive retail customer experience, Apple Town Hall, Starbucks Roastery, Shake Shack playground, Walmart omnichannel, Lolli & Pops core values

Savvy retailers and restaurateurs aren’t standing by while digital players, delivery services, and marketplaces try to steal their market share. They’re disrupting themselves and creating brand new retail customer experiences.

To Win Over Americans, Chinese Companies Should Build Their Brands

October 25, 2017


Topics: Brand Strategy, Business, Marketing

Keywords: brand purpose, chinese branding, Chinese brands, Tencent brand, Alibaba brand, Huawei brand, Jack Ma brand, international branding, brand personality, brand storytelling

Purpose, story-telling, and brand personality are brand-building levers that Chinese brands should use to win with American customers.

Why Retailers Should Retire Holiday Shopping Season

October 9, 2017

Harvard Business Review

Topics: Restaurants and Retail, Customer Experience, Business, Marketing

Keywords: retail customer experience, retail strategy, retail trends, holiday shopping trends, holiday shopping, holiday season retail, Christmas season shopping

Seasonal binge-buying doesn’t fit the way consumers shop now.

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Newsletters: Brand-as-Business Briefs:

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To Watch:

Speeches & Presentations:

A sample of prior speaking engagements.

Denise has been inspiring and teaching companies how to operationalize their brands to grow their businesses for over 25 years. From national conferences to CEO peer groups to corporate meetings, Denise helps her audiences transform their organizations and their brands.

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Brand Experience Briefs:

Brand Experience Briefs capture insights and analysis from Denise’s audits of new and interesting retail and restaurant concepts.

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Build a Breakthrough Brand:

Whether you’re building a brand from scratch or looking to strengthen your competitive advantage, the “How to Build a Breakthrough Brand” video series provides the tools and instruction you need.

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Book Previews:

Get a taste of Denise’s books, What Great Brands Do, and Extraordinary Experiences, from these videos.

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To Engage:

These tools and content provide a deeper dive into the brand-as-business management approach.

Brand-as-Business Assessment

Does your organization practice the brand-as-business management approach?

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Slideshows & Presentations:

Denise’s presentation decks and slideshows includes notes and quotes from conferences and books and other valuable insights.

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