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:


Lady Gaga Shows Companies How To Make A Comeback

April 19, 2017


Topics: Brand Loyalty, Brand Experience, Brand Strategy, Marketing

Keywords: brand loyalty, Lady Gaga marketing, Lady Gaga comeback, Lady Gaga strategy, Lady Gaga Little Monsters, brand turnaround, brand rebound, company turnaround, brand comeback

Everyone should recognize the successful comeback Lady Gaga has made and seek to learn from it.

United Is Operating On Auto-Pilot

April 11, 2017


Topics: Customer Experience, Brand Delivery, Brand Touchpoints, Business, Culture, Customer Service, Employee Engagement, Loyalty, Social Media

Keywords: United Airlines social media, United Airlines man dragged off plane, United Airlines culture, United Airlines employee engagement, United Airlines brand touchpoints

Now that social media has made every customer a media channel, leaders must recognize every employee is a brand touchpoint.

Is It Too Late for Sears to Save Itself?

March 30, 2017

Harvard Business Review

Topics: Restaurants and Retail, Customer Experience, Brand Equity, Brand Experience, Business, Culture, Leadership, Strategy

Keywords: Denise Lee Yohn in Harvard Business Review, Sears strategy, Sears brand strategy, Sears recovery, Sears turnaround, Eddie Lampert strategy, retail comeback, retail turnaround

Sears’s number one priority should be to protect and restore its brand.

Why Did Sexual Harassment Fell Uber?

March 25, 2017


Topics: Brand Experience, Business, Culture, Leadership

Keywords: brand integrity, internal brand culture, brand authenticity, Uber sexual harassment, Uber brand, Uber culture, sexual harassment in the workplace, Travis Kalanick sexual harassment, Susan Fowler sexual harassment, brand culture alignment

Uber’s lack of integrity has eroded brand trust and esteem.

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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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