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:


Healthcare Companies Should Design Patient Experiences Like Customer Experiences

February 15, 2017


Topics: Digital Health, Customer Experience, Customer Service

Keywords: digital health, patient experience, Circle Medical Group, healthcare experience, healthcare start-up, David Kagan, George Favvas, healthcare customer experience

Healthcare companies should design patient experiences like companies design customer experiences, but they’re not.

The NFL May Be Losing The Super From Its Bowl

January 25, 2017


Topics: Brand Communication, Brand Equity, Business, Marketing

Keywords: NFL brand, Super Bowl advertisers, NFL decline, Super Bowl viewership, NFL Super Bow trend

The NFL brand seems to be losing its luster.

What Can Media Companies Learn from Top Retailers?

January 25, 2017


Topics: Restaurants and Retail, Customer Experience, Brand Delivery, Brand Experience, Brand Touchpoints, Business, Innovation

Keywords: customer experience, retail customer experience, retail transformation, #CX, #custexp, Medium, monetize content, media companies, media transformation

Despite lower in-store sales, some retailers are blazing successful new marketing trails that engage customers and improve the bottom line. Media companies could learn from these new models.

Brand As Business

January 16, 2017

The College Store

Topics: Restaurants and Retail, Customer Experience, Business

Keywords: Denise Lee Yohn, brand-as-business management approach, The College Store Magazine, NACS Magazine, CAMEX Magazine, college bookstore experience, college store experience retail customer experience

Do you do what great brands do?

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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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