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:


Fuerst Group Does Retail R&D On KEEN And Chrome Industries Brands

October 26, 2016


Topics: Brand Experience, Customer Experience, Innovation, Marketing, Restaurants and Retail

Keywords: Chrome Industries Hub, Fuerst Group, John Evons, KEEN footwear, KEEN garage, retail innovation, retail R&D

Research and development is no longer just for product development. Retailers must take an R&D approach to customer experience and experiment with different ways to engage customers, sell products, and build their brands.

Apple’s Most Innovative Product Isn’t A Product At All

October 5, 2016


Topics: Brand Strategy, Customer Experience, Innovation, Restaurants and Retail

Keywords: #custexp, #CX, Angela Ahrendts, Apple brand positioning, Apple brand strategy, Apple customer experience innovation, Apple product innovation, Apple retail strategy, apple store, retail customer experience

Apple has developed a new retail experience that has transformed the Apple store as we knew it and the Apple brand itself.

Stop Selling; Start Evangelizing

September 14, 2016


Topics: Business, Marketing, Sales

Keywords: brand evangelism, brand evangelist, Denise Lee Yohn on Forbes, Guy Kawasaki, sales leadership, sales strategy, Tiffani Bova

Marketing may be expanding its influence and involvement across the customer experience, but sales and salespeople can and should remain a critical element of most go-to-market strategies.  To ensure this, salespeople need to stop selling and start evangelizing.

How to Start Up Your Brand: Develop a Minimum Viable Brand

September 14, 2016


Topics: Brand Strategy, Business, Small Businss

Keywords: ChangeThis Manifesto, Denise Lee Yohn manifesto, minimum viable brand, minimum viable product, MVB, start-up brand strategy, start-up branding, strategic brand platform

Many startups get derailed because they don’t get their brand right. To avoid this fate, you need to develop a Minimum Viable Brand (MVB).

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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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