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:


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.

How One Retailer Puts Its Core Values On Display Every Day

August 2, 2017


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

Keywords: retail customer experience, retail customer experience design, Lolli & Pops, Jessica Mennella, Whitney Clark, core values, sweet shop

Sweet shop retail chain Lolli & Pops creates a customer experience where its values come to life for customers every day.

Does Your Brand Need A Tagline?

July 12, 2017


Topics: Brand Communication, Marketing

Keywords: hashtags, Denise Lee Yohn, taglines, advertising strategy, headlines, tagline marketing, social media marketing

Many advertisers are questioning the value of taglines these days

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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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