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:


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.

Cos Bar Uses This One Essential Strategy To Compete With Mass Retailers Ulta And Sephora

October 4, 2017


Topics: Restaurants and Retail, Customer Experience, Customer Service

Keywords: Cos Bar, Lily Garfield, David Olsen, luxury service, Ulta, Sephora, beauty retail, luxury marketing, luxury retail, cosmetics marketing, cosmetics retail

Cos Bar is sticking with the one essential competitive strategy that has established the brand with high-end customers: luxury service.

The Future Retail Success Depends On Culture, Not Technology

September 13, 2017


Topics: Restaurants and Retail, Customer Experience, Innovation

Keywords: retail customer experience, retail trends, future retail success, retail technology, Arun Nair, RetailNext, retail culture

To be prepared for the future, the retail industry needs to undergo a cultural transformation more than it needs to adopt any given technology.

Dunkin’ Donuts Should Embrace Its Differentiation

August 23, 2017


Topics: Restaurants and Retail, Brand Names, Brand Strategy, Marketing

Keywords: branding strategy, brand differentiation, Dunkin' Donuts, brand name, Dunkin' Donuts vs. Starbucks, Dunkin' Donuts branding, Dunkin' Donuts brand positioning, Dunkin' Donuts brand differentiation

Dunkin’ Donuts should emphasize the combination of great donuts and coffee that differentiates it from most every other brand.

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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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