Does Your Brand Need A Tagline?

July 12, 2017

Forbes

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

Why Your Company Culture Should Match Your Brand

June 26, 2017

Harvard Business Review

Topics: Business, Culture, Employee Engagement, Leadership

Keywords: brand strategy, branding strategy, corporate culture, Denise Lee Yohn in Harvard Business Review, organizational culture, workplace culture, brand culture alignment, brand culture integration

How you operate is linked to how you’re perceived.

Culture Isn’t Enough

June 22, 2017

Smartbrief

Topics: Business, Culture, Employee Engagement, Leadership

Keywords: employee engagement, corporate culture, organizational culture, workplace culture, culture and brand, Denise Lee Yohn on Smartbrief, FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies

You should integrate your culture and your brand so inextricably that together they give your company inimitable and sustainable power.

Fresh Advice for Retailers from Trend Forecasting Firm TOBE

June 21, 2017

Forbes

Topics: Restaurants and Retail, Business, Innovation, Marketing

Keywords: retail branding, retail trends, The TOBE Report, Leslie Ghize, advice for retailers, Retail Next

The prescription for branding has changed, says Leslie Ghize of The TOBE Group.

Will Amazon Eat The World Or Will It Be Eaten?

May 31, 2017

Forbes

Topics: Restaurants and Retail, Business, Strategy

Keywords: Walmart vs. Amazon, Amazon strategy, amazon competitors, zack kanter, brittain ladd, amazon in china, amazon in india, AWS strategy, FBA strategy, amazon positioning

Experts disagree on if Amazon will remain unchallenged by competitors.

What Should Apple Name Its Next New iPhone?

May 10, 2017

Forbes

Topics: Brand Names, Innovation, Marketing

Keywords: brand name strategy, Apple iPhone, new iPhone name, iPhone 8 launch, iPhone X, iPhone Edition, Apple branding, brand name selection, Apple brand name strategy

The name of Apple’s next product is not simply a semantics issue — it’s a brand opportunity.

Should You Name Your Company After Yourself?

May 5, 2017

Harvard Business Review

Topics: Brand Names, Leadership, Small Businss

Keywords: Denise Lee Yohn in Harvard Business Review, eponymous brand, eponymous company, naming strategy, brand name strategy

As with all brand naming decisions, it matters less which name an entrepreneur chooses than what actions they take to make it mean something that’s relevant and compelling.

Lady Gaga Shows Companies How To Make A Comeback

April 19, 2017

Forbes

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

LinkedIn

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

Forbes

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.

Walmart Won’t Stay on Top If Its Strategy Is “Copy Amazon”

March 21, 2017

Harvard Business Review

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

Keywords: Walmart vs. Amazon, Walmart strategy, Amazon strategy, Walmart competitive advantage, Walmart Jet, Walmart Marc Lore, Walmart shipping strategy, Walmart everyday low pricing strategy, Amazon Prime strategy, Amazon shipping strategy

Trying to beat Amazon at its own game is not only likely to fail, it’s also not in Walmart’s best interests.

Here’s Who Is Stalling Your Culture Efforts

March 17, 2017

Smartbrief

Topics: Culture, Employee Engagement, Leadership

Keywords: frozen middle, middle managers, middle management, diversity & inclusion, D&I, middle manager culture efforts, middle manager change management

Every manager at every level is a link in the leadership chain that connects culture to results.

Who Owns Customer Experience?

March 8, 2017

Forbes

Topics: Customer Experience, Business, Customer Service, Loyalty, Marketing, Sales

Keywords: customer experience management, #CX, Tiffani Bova, #custexp, marketing vs. sales, sales disruption, customer experience leadership

It matters less who owns CX and more who executes on it, Tiffani Bova, Salesforce’s Global, Customer Growth and Innovation Evangelist says.

Healthcare Companies Should Design Patient Experiences Like Customer Experiences

February 15, 2017

Forbes

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

Forbes

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

Knowledge@Wharton

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?

VCs Are From Mars, Female Entrepreneurs Are From Venus

January 4, 2017

Forbes

Topic:

Keywords: Jory Des Jardins, BlogHer founder, female entrepreneurs, female start-ups, VC gender gap, entrepreneur gender gap, funding gender gap

Jory Des Jardins, cofounder of BlogHer, says there is a “mismatch between the VC process and how women go about growing a company.”

Startup With Passion, Purpose, and People

January 4, 2017

Bulldog Drummond

Topics: Business, Innovation, Leadership

Keywords: Denise Lee Yohn on Bulldog Drummond, start with why, start-up strategy, start-up purpose, entrepreneur passion, start-up success

It seems the drive behind many startups is to make money, create something new and be successful. But these aren’t reasons to start a company. They’re the results – if you do it right.

Design Your Employee Experience as Thoughtfully as You Design Your Customer Experience

December 8, 2016

Harvard Business Review

Topics: Customer Experience, Business, Culture, Employee Engagement, Leadership

Keywords: employee engagement, employee culture, Denise Lee Yohn on Harvard Business Review, workplace culture, employee experience, employee segmentation, employee and customer experience

Improving customer experience is often a top business priority, but what about employee experience?

Ten Brands to Watch in 2017

December 7, 2016

Chain Store Age

Topics: Restaurants and Retail, Business

Keywords: Denise Lee Yohn in Chain Store Age, Brands to Watch in 2017, 10 Brands to Watch, Companies to Watch in 2017, Retailers to Watch in 2017

Brand-building consultant Denise Lee Yohn has released her annual “Brands to Watch” list for 2017. There are 26 companies on the list, with retail and social media brands accounting for 10 of the spots.

SoulCycle Uses A Freedom Within A Framework Approach To Flourish

November 30, 2016

Forbes

Topics: Health/Fitness/Wellness, Culture, Employee Engagement, Leadership

Keywords: employee engagement, corporate culture, SoulCycle brand, Melanie Whelan, freedom within a framework, SoulCycle growth, workplace culture, SoulCycle culture, management approach

The “freedom within a framework” management approach has been a critical element behind SoulCycle’s success.

What’s the ROI on Brand-Building?

November 20, 2016

Mth Degree

Topic: Brand Value

Keywords: Denise Lee Yohn, Balanced Brand Scorecard, brand ROI, branding ROI, brand valuation, marketing ROI, Mth Degree

I’d like to suggest a framework that provides a means for understanding and tracking the value-creating results of a brand. The Balanced Brand Scorecard provides a holistic assessment of your brand’s value.

7 Steps to Deliver Better Customer Experiences

November 15, 2016

Harvard Business Review

Topics: Customer Experience, Brand Delivery, Brand Experience, Brand Touchpoints

Keywords: customer experience architecture, customer experience design, customer experience management, #CX, #custexp, customer experience video, customer experience webinar, customer experience on Harvard Business Review

Using seven key steps, brand-building expert Denise Lee Yohn helps companies design and deliver dramatically improved experiences by using a customer experience architecture.

Customer Experience Success Relies On More Than Marketing

November 9, 2016

Forbes

Topics: Restaurants and Retail, Customer Experience, Business, Marketing

Keywords: Denise Lee Yohn, customer experience design, customer experience strategy, customer experience marketing, customer experience management, new customer metrics, organization design

Customer experience success relies on operations, human resources, and finance as much as it does on marketing.

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

October 26, 2016

Forbes

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

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

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

Forbes

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

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

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

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

September 14, 2016

Topics: Brand Strategy, Small Businss

Keyword:

As an alternative to a complete strategic brand platform or simply a shell of a brand, a MVB provides start-ups the perfect balance of structure and flexibility.

Stop Selling; Start Evangelizing

September 14, 2016

Forbes

Topics: Business, Marketing, Sales

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

ChangeThis

Topics: Brand Strategy, Business, Small Businss

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

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).

ZICO Coconut Water Founder Thinks Business Should Aspire Higher

August 24, 2016

Forbes

Topics: Brand Delivery, Business, Culture, Leadership, Social Responsibility

Keywords: corporate social responsibility, Denise Lee Yohn on Forbes, Mark Rampolla, ZICO Coconut Water, High-Hanging Fruit, purpose-driven companies, ZICO coconut water story, responsible leadership, purpose-driven book

ZICO Coconut Water Founder Mark Rampolla’s book, High-Hanging Fruit: Build Something Great by Going Where No One Else Will, recounts how Rampolla reached for a higher purpose and built ZICO into a multi-million dollar business that was eventually acquired by Coke.

The Biggest Mistake Church Leaders Can Make

August 15, 2016

Phil Cooke Blog

Topics: Brand Strategy, Leadership

Keywords: Phil Cooke blog, Denise Lee Yohn on Phil Cooke, church leadership, church marketing strategy, church brand strategy, pastor mistake

I asked Denise if she could share one message with pastors and ministry leaders today, what would it be?  Here’s her answer.  It’s counter-intuitive for many, but from my experience, worth considering:

The Best Salespeople Do What the Best Brands Do

August 15, 2016

Harvard Business Review

Topics: Business, Leadership, Sales

Keywords: brand-as-business management approach, salesmanship, Denise Lee Yohn in Harvard Business Review, what great salespeople do, sales strategy, sales success, Guy Kawasaki brand evangelism, brand evangelist

Great salespeople succeed in this new business environment by doing what great brands do.

Olympics Advertisers Are Wasting Their Sponsorship Dollars

August 3, 2016

Forbes

Topics: Brand Communication, Business, Marketing

Keywords: Olympics sponsorship, Olympics advertising, Adidas vs. Nike, brand sponsorship, brand partnership, sports sponsorship, advertising strategy

Without spots that are relevant and compelling to their target customers, Olympics advertisers are wasting their sponsorship dollars.

An Open Letter To McDonald’s New Brand Leader: Start Brand-Building Inside

July 13, 2016

Forbes

Topics: Restaurants and Retail, Business, Culture, Employee Engagement, Leadership

Keywords: brand engagement, employee culture, employee brand engagement, McDonald's turnaround, Colin Mitchell McDonald's, new McDonald's Brand VP, stakeholder brand engagement

Dear Colin Mitchell, Congratulations on your new role as global VP-McDonald’s Brand! Your first and top priority be building a brand-led culture inside the organization,

Is It Time For Microsoft To Rebrand?

June 22, 2016

Forbes

Topics: Brand Communication, Brand Equity, Brand Names, Leadership

Keywords: Microsoft rebrand, Microsoft brand strategy, Satya Nadella strategy, Microsoft LinkedIn acquisition, Microsoft LinkedIn strategy, rebranding, Google Alphabet rebrand

Microsoft CEO Satya Nadella has been creating a new company.  Perhaps it’s time for a new brand.

Big-Box Retailers Have Two Options If They Want to Survive

June 22, 2016

Harvard Business Review

Topics: Restaurants and Retail, Customer Experience, Brand Experience, Business

Keywords: retail customer experience, big box retail, big box retailer strategy, ghost box, retail disruption, big box customer experience

Big box retail must shift its strategy — from competing on access and selection to staging big experiences and providing big discounts.

Seven Habits Of Highly Engaged Organizations

June 1, 2016

Forbes

Topics: Business, Culture, Employee Engagement, Leadership

Keywords: employee engagement, employee culture, corporate culture, highly engaged organizations, Gallup employee engagement, organizational culture

Some companies manage to inspire and motivate their employees and these highly engaged organizations reap the many fruits of employee engagement including higher employee and customer loyalty.  Here are seven habits of highly engaged organizations.

Extraordinary Experiences

May 18, 2016

Happy Or Not

Topics: Restaurants and Retail, Customer Experience, Culture, Employee Engagement

Keywords: employee engagement, extraordinary experiences, restaurant customer experience, Denise Lee Yohn in Happy Or Not, Jason's Deli culture, Jason's Deli values, restaurant employee culture, Joe Tortorice Jr. Jason's Deli strategy

How do some stores and restaurants break through the clutter; compete with bigger, online competitors; and manage to grow and thrive when so many others fail?  Find out in this excerpt from Extraordinary Experiences: What Great Retail and Restaurant Brands Do by Denise Lee Yohn.

Uber Allows Tips And Botches Stakeholder Engagement

May 11, 2016

Forbes

Topics: Customer Experience, Business, Customer Service, Employee Engagement, Leadership

Keywords: employee engagement, Uber tipping policy, Uber drivers solicit tips, Uber stakeholder engagement, Uber brand stewardship, stakeholder engagement, Denise Lee Yohn in Forbes

Uber drivers are now allowed to solicit tips. Regardless of whether you support or deride the outcome, it is the latest evidence that Uber has failed at stakeholder engagement with its drivers.

Be Different to Make a Difference

May 5, 2016

Bulldog Drummond

Topics: Brand Communication, Brand Delivery, Brand Strategy, Marketing

Keywords: brand positioning, brand differentiation, Denise Lee Yohn on Bulldog Drummond, differentiating your brand, meaningful differentiation

Fast Food For Millennials By Millennials

April 20, 2016

Forbes

Topics: Restaurants and Retail, Brand Communication, Business, Marketing

Keywords: Freshii restaurant, Freshii brand strategy, Matthew Corrin Freshii, millennial fast food, millennial restaurant, millennial businesses, Freshii millennial, Freshii McDonald's, Freshii Chipotle

While most restaurant brands — actually most businesses in general — work hard to be relevant and compelling to the 83+ million consumers between 16-34 years old who spend approximately $600 billion each year in the U.S., Freshii does it with ease.

What Sports Authority And Dick’s Sporting Goods Indicate About The State Of The Retail Industry

March 30, 2016

Forbes

Topics: Restaurants and Retail, Customer Experience, Business

Keywords: Dick's Sporting Goods retail strategy, Sports Authority retail strategy, Sports Authority bankruptcy, Dick's Sporting Goods growth, state of retail industry, health of retail industry

A week after Sports Authority filed for bankruptcy, Dick’s Sporting Goods announced plans to open 36 new stores.  The two starkly contrasting news items send a message about the state of the retail industry today — and it doesn’t look good, at least on the surface.

Why Companies Are Advertising Their Master Brand

March 28, 2016

Harvard Business Review

Topics: Brand Communication, Brand Names, Brand Strategy, Business, Marketing

Keywords: Denise Lee Yohn on Harvard Business Review, master brand strategy, brand architecture strategy, house of brands strategy, Hershey master brand strategy, Coca Cola master brand strategy, branding strategy options, parent brand strategy

While companies that operate multiple business units or multiple product lines have always had the option of employing a master brand strategy, branded house strategy, or some alternative in between, today’s business environment seems to call for the more cohesive, consolidated approach.

To Win Customers, Stop Selling And Start Seducing

March 9, 2016

Forbes

Topics: Brand Communication, Brand Experience, Brand Touchpoints, Business, Marketing, Sales

Keywords: emotional connection, customer experience design, emotional appeal, great brands avoid selling products, emotional branding, Dan Ariely, seducing customers, irrational customers, customer insights

If you want to win over customers, stop selling and start seducing them instead. This was the underlying message of a talk I heard recently by behavioral economics professor and bestselling author Dan Ariely.

A Tale of Two Brands: Yahoo’s Mistakes vs. Google’s Mastery

February 23, 2016

Knowledge@Wharton

Topics: Brand Communication, Brand Identity, Brand Names, Brand Strategy, Business, Innovation, Leadership, Strategy

Keywords: Denise Lee Yohn on Knowledge@Wharton, Yahoo vs. Google, Yahoo brand strategy, Google brand strategy, Yahoo mission, Google mission, Yahoo brand identity, Google brand identity, Yahoo logo, Google logo, Marissa Mayer failure, Alphabet brand strategy

While many theories have been offered to explain Yahoo’s downfall in light of Google’s ascent, I would like to suggest that the difference in the companies’ brand approaches may be the most illuminating.

Three Ways To Tidy Up Your Brand

February 17, 2016

Forbes

Topics: Brand Communication, Brand Extensions, Brand Names, Brand Strategy, Business, Marketing

Keywords: brand strategy, Marie Kondo, author of the bestselling book The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing, tidy up your brand, streamline your brand, brand portfolio, brand architecture, rationalizing brands, simplify your brand

Advice from Marie Kondo, author of the bestselling book The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizingsuggests three ways to tidy up your brand.

Delivering Happiness — Company Mission And Community Movement

January 27, 2016

Forbes

Topics: Business, Culture, Employee Engagement

Keywords: Delivering Happiness, Jenn Lim, happiness at work, employee happiness, Zappos culture, Zappos employee, happiness index, Tony Hsieh delivering happiness

Is it possible for a company to “deliver happiness?” Companies deliver pizzas, yes. Furniture, yes. Even technology solutions, yes. But happiness?Jenn Lim thinks so. She is the CEO and Chief Happiness Officer at Delivering Happiness, a part-consultancy, part-publisher, and part-community advocate.

Lessons From Guy Kawasaki

January 6, 2016

Forbes

Topics: Design, Innovation, Marketing, Sales

Keywords: Guy Kawasaki lessons, Guy Kawasaki marketing, Guy Kawasaki Lessons from Steve Jobs, sales evangelists, Guy Kawasaki entrepreneurs

Three lessons from Guy Kawasaki, former Apple evangelist and current advisor, investor and thought leader to startups, established brands like Google and Mercedes-Benz, and the business community at large

To Stay Relevant, Professional Associations Must Rebrand

January 5, 2016

Harvard Business Review

Topics: Brand Names, Brand Strategy, Business

Keywords: Consumer Electronics Association re-brand, Consumer Electronics Association brand positioning, Consumer Electronics Association brand strategy, Consumer Technology Association, association branding, association brand strategy, organization branding, association brand positioning, National Speakers Association rebranding

The cautionary tale of the Consumer Electronics Association re-brand to the Consumer Technology Association.

Brands to Watch in 2016

December 23, 2015

Chain Store Age

Topics: Business, Marketing

Keywords: brands to watch in 2016, 2016 top brands, 2016 brand trends, Denise Lee Yohn in Chain Store Age, 2016 brand list

Which brands will break new ground, fall from grace, or overcome obstacles in 2016? Here’s my list of brands to watch in 2016. Since I couldn’t narrow the list to a handful as I’ve done in past years, I decided to expand the list to 26, one for each letter of the alphabet.

So here’s a brand-builder’s almanac for the coming year.

2015’s Biggest Brand Stories

December 4, 2015

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Brand Delivery, Leadership, Marketing

Keywords: Denise Lee Yohn, fast food trends, Brand New Perspectives, Shake Shack IPO, Taco Bell Cantina, to 2015 brands in fast food, top 2015 fast food restaurant, Subway results, Starbucks Race Together, McDonald's leadership change, KFC Colonel ads, Subway spokeperson Jared Fogle, Taco Bell U.S. Taco

Six news-makers that helped define the year in limited-service restaurants.

Stitch Fix Combines High Tech And High Touch To Transform Retail

December 2, 2015

Forbes

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

Keywords: retail customer experience, retail leadership, Denise Lee Yohn on Forbes, retail transformation, titch Fix Stitch Fix, Julie Bornstein, Stitch Fix innovation, Stitch Fix customer experience, Stitch Fix buyers, Stitch Fix leadership, retail company leaders

Stitch Fix, a start up founded in 2011 by a Harvard Business School student, combines high tech and high touch into a super-personalized experience that is transforming shopping.

Sweetgreen Serves Society with More Than Salads

November 19, 2015

Conscious Connection

Topics: Restaurants and Retail, Customer Experience, Brand Experience, Culture, Social Responsibility

Keywords: Sweetgreen corporate social responsibility, Sweetgreen positive social impact, Extraordinary Experiences excerpt, Denise Lee Yohn on Conscious Connection, Denise Lee Yohn book excerpt, sweetgreen brand strategy, restaurant corporate social responsibility

The following is an excerpt from the new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do, by Denise Lee Yohn.

H-E-B Goes Beyond Products and Pricing to Connect With Customers

November 17, 2015

Chain Store Age

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

Keywords: emotional appeal, Extraordinary Experiences: What Great Retail and Restaurant Brands Do, H-E-B customer experience, H-E-B brand experience, Extraordinary Experiences excerpt, emotional branding

The following is an excerpt from the new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do, by Denise Lee Yohn.

It’s the Experience, Stupid!

November 11, 2015

ChangeThis

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

Keywords: Denise Lee Yohn ChangeThis Manifesto, Denise Lee Yohn 800-CEO-READ, experience economy, experience strategy, it's the experience stupid, experience ecosystem, experience culture

Businesses may not be charging admission to staged experiences, as Pine and Gilmore predicted, but they are designing and differentiating their offerings to appeal to the buyers of experiences—or, at least, they should be. That’s because, when it comes to value creation, the more things change, the more they stay the same.

Stop Making Excuses and Start Building a Great Brand

November 11, 2015

The Buzz 101

Topics: Restaurants and Retail, Brand Strategy, Business

Keywords: brand strategy, small business brand strategy, branding for small business, sweetgreen branding, Extraordinary Experiences: What Great Retail and Restaurant Brands Do, Denise Lee Yohn on The Buzz 101, B2B branding, H-E-B branding, PIRCH branding

When you hear the word “brand” do you automatically think of large, established consumer companies?

A Great Customer Experience Isn’t Enough

November 5, 2015

CX Journey

Topics: Restaurants and Retail, Customer Experience, Brand Experience, Brand Strategy, Brand Touchpoints, Business, Customer Service

Keywords: retail customer experience, PIRCH customer experience, customer experience strategy, extraordinary experiences, Westin customer experience, Denise Lee Yohn on CX Journey, customer experience differentiation

To excel in customer experience, you can’t just rely on good design and solid execution. Your customer experience shouldn’t just be great — it should also be differentiated.

Five Ways to Win on Customer Experience

November 4, 2015

Forbes

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

Keywords: brand experience, retail customer experience, empathy in customer experience, branded experience, retail competitive strategy, customer experience win

Customer experience is the new battlefield where the war for customers’ dollars and devotion is fought — especially this holiday season when brands will have to do more than offer free shipping and flash sales if they want to stand out.

Retailers Can’t Rely on Holiday-Season Gimmicks Like They Used To

November 3, 2015

Harvard Business Review

Topics: Restaurants and Retail, Customer Experience, Brand Delivery, Brand Experience, Business, Customer Service, Marketing

Keywords: retail customer experience, PIRCH customer experience, customer experience design, Denise Lee Yohn on Harvard Business Review, retail holiday strategy, retail holiday competition, Costco customer experience

It’s not about free shipping or huge Black Friday sales anymore.

 

The Secret Behind Retail Customer Experience Success Is Brain Science

November 3, 2015

Roger Dooley Blog

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

Keywords: PIRCH customer experience, neuroscience in customer experience, neuromarketing in customer experiences, neuroscience in retail experience, PIRCH SCARF method, SCARF neuroscience method, Denise Lee Yohn on Roger Dooley blog, Denise Lee Yohn on Neuromarketing

What happens when a retailer applies a neuroscience approach to design its customer experience? PIRCH.

The Fruit of Thankfulness

November 2, 2015

Bulldog Drummond

Topics: Restaurants and Retail, Customer Experience, Brand Experience, Business, Customer Service, Employee Engagement, Leadership

Keywords: What Great Brands Do, Denise Lee Yohn on Bulldog Drummond, extraordinary experiences, Cheryl Bachelder, Carl Sewell, Jeffery Sears, gratitude in business, thankfulness in business, leadership gratitude

We can practice thankfulness if we cultivate humility, caring, and love in our relationships the way three extraordinary leaders do.

What Great Brands Do

November 1, 2015

QSR Magazine

Topics: Restaurants and Retail, Brand Delivery, Business, Culture, Leadership, Social Responsibility

Keywords: What Great Brands Do, Brand New Perspectives, Denise Lee Yohn in QSR Magazine, Extraordinary Experiences: What Great Retail and Restaurant Brands Do, Popeyes Louisiana Kitchen brand-building, Popeyes Louisiana Kitchen servant leadership, Jason's Deli core values, Jason's Deli Joe Tortorice Jr., Sweetgreen CSR, Sweetgreen corporate social responsibility, Sweetgreen positive social impact, restaurant customer experience

Three quick-service brands show how to make your restaurant a great brand.

Great Brands Don’t Chase Customers: Why Costco Limits Consumer Choices

October 30, 2015

My Customer

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

Keywords: Denise Lee Yohn on My Customer, Costco brand strategy, Costco customer strategy, chasing customers, Extraordinary Experiences: What Great Retail and Restaurant Brands Do

The following is an excerpt from the new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do, by Denise Lee Yohn.

 

The Experience Was Extraordinary Until the Housekeeper Started Yelling Down the Hallway

October 30, 2015

Phil Gerbyshak blog

Topics: Restaurants and Retail, Customer Experience, Brand Delivery, Brand Touchpoints, Culture, Customer Service, Employee Engagement

Keywords: Extraordinary Experiences: What Great Retail and Restaurant Brands Do, Denise Lee Yohn on Phil Gerbyshak blog, hotel customer experience, hotel customer service, hotel employee culture, hotel guest experience

Note from Phil: What follows is a guest post from customer experience expert Denise Lee Yohn. I always learn a great deal from Denise, and this post is no different.

REI to Close on Black Friday and Live by Its Brand Value

October 28, 2015

FierceRetail

Topics: Restaurants and Retail, Business, Culture

Keywords: What Great Brands Do, brand culture, brand values, brand purpose, REI Black Friday closing, REI #OptOutside, REI brand strategy, REI culture, Denise Lee Yohn on FierceRetail

REI is putting its brand purpose and brand values at the center of its business and operations.

For Tower Paddle Boards, Shark Tank Was Just A Pit Stop On The Road To A Big Brand

October 14, 2015

Forbes

Topic:

Keywords: Tower Paddle Boards, Stephan Aarstol, Shark Tank success stories, marketing innovation, Mark Cuban company, Shark Tank company

For many entrepreneurs, appearing on the TV show Shark Tank is ultimate win.  But for Stephan Aarstol, founder and CEO of Tower Paddle Boards, being on the show was just a stepping stone in his quest to build a great brand.

5 Lessons from Donald Trump

October 1, 2015

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Brand Strategy, Business, Marketing

Keywords: Denise Lee Yohn, QSR marketing, Brand New Perspectives, fast food marketing, Donald Trump marketing lessons, Donald Trump publicity lessons, Donald Trump brand positioning lessons, fast food brand positioning, fast food publicity

Republican presidential candidate Donald Trump offers lessons to restaurateurs who want to stand out.

Is Fast Food Dying?

September 29, 2015

Seeking Alpha

Topics: Restaurants and Retail, Brand Delivery, Brand Experience, Business, Customer Service

Keywords: death of fast food, fast food dying, McDonald's sales decline, Subway sales decline, Taco Bell Cantina, Starbucks sales growing, fast food changing, QSR dying, quick-serve restaurant industry trends, QSR trends

The recent performance of the largest quick-serve restaurant companies makes it seem like fast food is dying.

How To Avoid The Growing Pains Of Company Expansion

September 23, 2015

Forbes

Topics: Restaurants and Retail, Brand Delivery, Brand Experience, Business, Marketing

Keywords: company growing pains, corporate growing pains, company growth, how to expand, how to extend brand, Sol Price, Sally Smith, Joe Tortorice Jr., Craig Boyan, H-E-B growth, Costco growth, Buffalo Wild Wings growth, Jason's Deli growth

Whether opening new units, introducing a new product, executing an acquisition, or expanding the brand footprint, companies often experience growing pains. The executives I interviewed and researched for my new upcoming book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do, have wise advice for pursuing and executing growth.

What Great Retail and Restaurant Brands Do

September 14, 2015

Marketing & Sales Books

Topics: Restaurants and Retail, Customer Experience, Brand Delivery, Brand Experience, Business, Leadership

Keywords: What Great Brands Do, restaurant branding, brand experience, restaurant brand strategy, retail customer experience, retail branding, retail brand strategy, extraordinary experiences, what great retail and restaurant brands do, Denise Lee Yohn book

Great retail and restaurant brands became great by creatively designing and consistently delivering great experiences.

Your Company Culture Shouldn’t Just Be Great—It Should Be Distinctive

September 14, 2015

Harvard Business Review

Topics: Culture, Employee Engagement, Leadership

Keywords: corporate culture, brand differentiation, Denise Lee Yohn on Harvard Business Review, corporate values, company culture, culture differentiation, company values

Just as brand differentiation helps attract customers, culture differentiation helps attract the right employees.

Lane Bryant Changes The Conversation About Women And Perceptions About Its Brand

September 2, 2015

Forbes

Topics: Brand Communication, Brand Touchpoints, Marketing, Social Media

Keywords: Lane Bryant I'm No Angel, #ImNoAngel, Brian Beitler, Lane Bryant advertising, Ashley Graham, Lane Bryant Cacique launch, perceptions of women in advertising

Lane Bryant’s “I’m No Angel” campaign was born out a need to revive the business and make the brand more relevant.  Here are the primary principles that drove the campaign’s success.

TV Advertising Still Matters

September 1, 2015

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Marketing

Keywords: QSR advertising, fast food advertising, Brand New Perspectives, tv advertising, television advertising, effective television ads, Ameritest, Effie awards

TV might not seem an obvious choice for your marketing message, but studies suggest it’s too soon to write off the tube.

Donald Trump Shows Brands How to De-Position Competitors

August 12, 2015

Forbes

Topics: Brand Communication, Brand Strategy, Business, Marketing

Keywords: brand strategy, brand positioning, Donald Trump brand, de-position competitors, Donald Trump lessons, competitive positioning

Donald Trump has de-positioned competitors and his approach shows marketers how to de-position their competitors.

5 Ways to a Great Experience

August 1, 2015

QSR Magazine

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

Keywords: customer experience design, Brand New Perspectives, Denise Lee Yohn in QSR Magazine, QSR customer experience, fast food customer experience, fast food restaurant experience, customer experience management

Customer experiences should be entertaining, be empathetic, engage the senses, executed with excellence, and embody the brand.

3 Reasons For Continued Confidence In Shake Shack

July 28, 2015

Seeking Alpha

Topics: Restaurants and Retail, Brand Experience, Brand Strategy, Business, Marketing

Keywords: Shake Shack IPO, Shake Shack leadership, Shake Shack developments, Shake Shack expansion, Shake Shack competition, Shake Shack ChickenShack

Three new developments provide additional indications that Shake Shack will be serving up strong growth alongside its popular burgers and shakes for a long time coming.

7-Eleven Serves Solutions Alongside Slurpees

July 22, 2015

Forbes

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

Keywords: retail customer experience, retail innovation, 7-Eleven innovation, 7-Eleven solutions, 7-Ventures, 7-Eleven and Postmates, 7-Eleven and KeyMe, 7-Eleven and Greyhound, retail evolution, 7-Eleven services

7-Eleven is evolving and expanding its brand position.  Its new mission:  make the everyday better.

Know When to Kill Your Brand

July 17, 2015

Harvard Business Review

Topics: Brand Delivery, Brand Strategy, Business, Leadership, Strategy

Keywords: brand strategy, euthanize your brand, kill your brand, brand death, shut down brand, Denise Lee Yohn in Harvard Business Review, business strategy Woolworth's brand strategy, Blockbuster brand strategy, Radio Shack brand strategy, Service Merchandise brand strategy

If your brand is struggling, take a hard look at your purpose, not just your balance sheets.

Your Brand Is What You Do, and How You Do It

July 16, 2015

American Marketing Association

Topics: Customer Experience, Brand Communication, Brand Delivery, Brand Experience, Brand Strategy, Brand Touchpoints, Culture, Marketing

Keywords: What Great Brands Do, brand definition, Denise Lee Yohn on American Marketing Association, what is a brand

Great brands are made of four building blocks: company strategy, corporate culture, customer experiences, and communications.

The Delivery Debate

July 14, 2015

QSR Magazine

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

Keywords: Brand New Perspectives, Denise Lee Yohn in QSR Magazine, meal delivery service, QSR delivery, fast food delivery, uberfication of everything

Delivery services are springing up around the country, giving operators a new sales channel—if it’s right for their brand.

Curious Choices for McDonald’s New Management

July 1, 2015

Forbes

Topics: Brand Communication, Leadership, Marketing

Keywords: McDonald's management, Sylvia Lagnado, Robert Gibbs, McDonald's franchisees, McDonald's problems, McDonald's Chief Marketing Officer

Despite the impressive resumes for McDonald’s new global chief communications officer and global chief marketing officer respectively, they both lack what McDonald’s really needs right now – experience in a franchised retail operation.

Are You Making Excuses for Not Building Your Brand or Are You Embracing Its Potential?

June 19, 2015

OPENforBusiness

Topics: Brand Strategy, Business, Leadership

Keywords: brand-building, branding, brand leadership, brand differentiation, OPENforBusiness, brand excuses, brand potential, brand value perception

Whether leaders hear of proven brand-building approaches and think of all the reasons why they don’t apply to them, or they figure out their relevance and do the hard work to implement them, they’re masters of their own destiny.

Brand Your Brand Through Actions Not Advertising

June 17, 2015

Soundview Executive Book Summaries

Topics: Customer Experience, Brand Experience, Brand Touchpoints, Business, Culture, Employee Engagement, Leadership, Marketing

Keywords: What Great Brands Do, customer experience, brand as business, employee culture, brand building, Soundview Book Summary

You can build your brand the way great brands when if embrace the concept of operating your business based on your brand.

How IKEA Designs Its Brand Success

June 10, 2015

Forbes

Topics: Restaurants and Retail, Brand Communication, Brand Experience, Brand Strategy, Business, Consumer Research, Design, Innovation, Marketing

Keywords: IKEA marketing strategy, IKEA design approach, Leontyne Green Sykes, IKEA marketing innovation, IKEA Life at Home report, IKEA customer research, IKEA design partnerships, IKEA democratic design, IKEA corporate culture, IKEA brand strength

Leontyne Green Sykes, CMO of IKEA North America, shared  IKEA’s brand-building strategies at the Hub Live conference and in a follow-up one-on-one interview I conducted with her.

The Art of Social Storytelling

June 1, 2015

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Marketing, Social Media

Keywords: Brand New Perspectives, Denise Lee Yohn on QSR Magazine, social storytelling, QSR social media, fast food social media, Brand Chorus, StoryScore, social media for fast food brands

To use social media to build a sustaining brand, you should align your social content with your brand strategy.

Whole Foods Is Innovating in the Wrong Direction

May 27, 2015

Forbes

Topics: Restaurants and Retail, Brand Experience, Brand Extensions, Brand Strategy, Business, Innovation, Strategy

Keywords: Whole Foods new store format, Whole Foods strategy, Whole Foods value perception, Whole Foods delivery, retail extension, retail store format, retail delivery, grocery store format, grocery store appeal to Millennials, grocery store relevance

Whole Foods definitely needs to evolve its offering — but developing a value-based concept may move the brand downward.

Why KFC’s New Colonel Campaign Won’t Make A Difference

May 25, 2015

Seeking Alpha

Topics: Restaurants and Retail, Customer Experience, Brand Communication, Brand Experience, Business, Marketing, Social Media

Keywords: KFC colonel campaign, KFC ad campaign, new KFC colonel sanders, new KFC TV ad, KFC sales declines, Darrell Hammond new KFC Colonel, Colonel Sanders ads, KFC menu, KFC store design

KFC has generated some news coverage with its new advertising campaign, but it’s unlikely to reverse the sales declines the company has suffered for the past 10 years.

Lilly Pulitzer’s Target Disaster Was Actually a Success

May 22, 2015

Harvard Business Review

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

Keywords: Target and Lilly Pulitzer collaboration, Target and Lilly Pulitzer sell-out, Target and Lilly Pulitzer strategy, luxury brand marketing, luxury brand extension, designer brand marketing, Lilly Pulitzer marketing, Target store marketing, Target designer partnerships, Target designer strategy, scarcity marketing

Branding doesn’t always go as planned, and for Target and Lilly Pulitzer, that was a good thing.

Why Delta Hired Zac Posen

May 13, 2015

Forbes

Topics: Brand Touchpoints, Employee Engagement, Marketing

Keywords: Delta employee uniforms, Delta Zac Posen partnership, flight attendant uniforms, employee dress, airline employee engaegment, Delta crew uniforms

Spending on higher quality, more stylish employee uniforms actually might make a real difference for Delta, and for any other company undertaking a turnaround.

Words to Live By

May 12, 2015

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Brand Names, Business, Marketing

Keywords: Brand New Perspectives column, QSR marketing, Denise Lee Yohn in QSR Magazine, advertising vs. marketing, branding definition, customer centricity definition, customer experience definition, customer experience vs. customer service, owned vs. paid vs. earned media definitions

Understanding terms like advertising vs. marketing vs. branding is critical to your business success.

Replace Your Purchase Funnel with a Relationship Formula

May 1, 2015

M&SB

Topics: Brand Communication, Brand Touchpoints, Loyalty, Marketing, Sales

Keywords: customer experience, purchase funnel model, advertising model, customer relationship model, customer journey model, new marketing rules, new marketing strategy, new marketing funnel, new marketing formula, Denise Lee Yohn in Marketing & Sales Books

It’s time to replace the purchase funnel with a new marketing model.  One that is less linear and less definitive — and one that leads to a relationship.

The End Of Etsy? IPO May Lead To Downfall

April 29, 2015

Forbes

Topics: Customer Experience, Brand Value, Brand Experience, Brand Names, Business, Leadership, Strategy

Keywords: Denise Lee Yohn on Forbes, Etsy IPO, Etsy brand appeal, Etsy acquisition, Etsy B. Corp status, Etsy Rob Kalin, Etsy growth strategy, Etsy international expansion, Etsy brand loyalty, IPO impact on brand

Going public is just the latest in a series of moves Etsy has taken that may lead to its downfall.

The One Innovation Taco Bell Still Needs To Master

April 15, 2015

Forbes

Topics: Restaurants and Retail, Brand Communication, Business, Culture, Customer Service, Employee Engagement, Innovation, Marketing, Social Media

Keywords: employee engagement, Taco Bell innovation, fast food marketing, taco bell franchisees, taco bell employees, taco bell strategy, franchisee engagement, fast food innovation, Brian Niccol, Chris Brandt

Thanks to bold, outside-the-bun innovations, Taco Bell has shored up brand equity and loyalty among consumers.  To sustain those advantages, it will need a breakthrough in one more area — winning the loyalty of its franchisees and employees.

Wearables Keep Consumers Fit

April 1, 2015

CEA i3

Topics: Digital Health, Innovation

Keywords: digital health and fitness, wearable tech trends, wearable tech adoption, Denise Lee Yohn in i3, Denise Lee Yohn in Consumer Electronics Association magazine, wearable health and fitness devices, wearable health and fitness growth, wearables trends, wearables adoption, wearables growth, mobile health and fitness

Advancements in product usability, functionality, and quality have fueled mainstream adoption of wearable health and fitness products.

What Happens When You Try To Fool Customers

April 1, 2015

Forbes

Topics: Brand Loyalty, Brand Communication, Brand Delivery, Brand Equity, Business, Customer Service, Loyalty, Marketing

Keywords: Denise Lee Yohn on Forbes, radical transparency, consumer trust, misleading consumers, April Fools Day strategies, brand loyalty strategies, brand distrust, brand tricks

When you try to fool customers, you usually fail.  You waste resources on actions that alienate people; you miss opportunities to do something meaningful and compelling; and you breed distrust.

Tops In Translation

April 1, 2015

QSR Magazine

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

Keywords: QSR branding, QSR marketing, Brand New Perspectives, fast food marketing, fast food branding, international restaurant concept strategy, international QSR strategy, foreign fast food concepts

Take these actions to successfully import an international concept to the U.S.

How Levi’s Became a Brand With Staying Power

March 28, 2015

Entrepreneur

Topics: Customer Experience, Brand Communication, Brand Delivery, Brand Experience, Brand Identity, Brand Strategy, Brand Touchpoints, Business, Culture, Design, Marketing

Keywords: brand-building principles, Levi's brand strategy, Levi's brand history, Levi's brand positioning, Levi's brand trademarks, Levi's brand logo, Levi's design strategy, Levi's logo history, Denise Lee Yohn in Entrepreneur, Levi's brand equity, Levi's brand longevity

The secret to the longevity of Levi’s actually isn’t a secret at all. The company uses classic brand-building principles to maintain and grow its brand equity. These are fundamental ideals that remain the keys to building a brand with staying power.

Starbucks Ends ‘Race Together’ Campaign But Continues The Fight

March 24, 2015

Seeking Alpha

Topics: Restaurants and Retail, Brand Communication, Business, Customer Service, Leadership, Marketing, Social Responsibility

Keywords: Starbucks corporate social responsibility, Denise Lee Yohn on Seeking Alpha, Starbucks race campaign, Starbucks #RaceTogether, Starbucks racial issues, Howard Schultz leadership

Starbucks’s controversial campaign”Race Together” may be over, but hopefully its intent is not.

How To Give A Rock Star Sales Pitch: Sales Strategies From The Voice Coaches

March 18, 2015

Forbes

Topics: Brand Communication, Business, Marketing, Sales

Keywords: sales strategies, pitch like a rock star, sell like a rock star, The Voice coaches strategy, The Voice coaches selling, selling approaches, salesmanship

The coaches on The Voice, NBC’s singing competition television show, may teach contestants how to become hit vocalists — but they also show you how to give a rock star sales pitch.

The Truth About Transparency

March 10, 2015

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Business, Marketing, Social Responsibility

Keywords: Brand New Perspectives, fast food transparency, Denise Lee Yohn in QSR Magazine, QSR transparency, McDonald's Our Food Your Questions, Chipotle Food with Integrity, Cone Communications/Echo Global CSR Study, QSR CSR, QSR corporate social responsibility, fast food CSR, fast food corporate social responsibility

How to respond to consumers’ demands to know everything about your business.

What You Can Learn About Customer Experience From Sharing Economy Companies

March 4, 2015

Forbes

Topics: Customer Experience, Brand Communication, Brand Delivery, Brand Experience, Brand Touchpoints, Business, Design, Innovation, Marketing, Social Media

Keywords: customer experience design, emotional connections, Denise Lee Yohn on Forbes, Uber customer experience, sharing economy customer experience, desoto taxi rebranding, flywheel taxi mobile app, sharing economy companies. Forrester Research on sharing economy, Forrester Research on customer experience, customer intimacy, corporate values, customer listening

The sharing economy excels at customer experience — and that is what inspires customer love and loyalty.

Why the Print Catalog Is Back in Style

February 25, 2015

Harvard Business Review

Topics: Restaurants and Retail, Brand Communication, Brand Touchpoints, Business, Marketing

Keywords: Denise Lee Yohn on Harvard Business Review, retail catalogs, J. C. Penney catalog, Bonobos catalog, Nordstrom catalog, LL Bean catalog, catalog marketing

Given the new dynamics of multichannel marketing and commerce, as well as the new targeting and measurement capabilities of catalog marketing, I think catalogs are here to stay this time.

 

Use Hashtags to Generate Greater Brand Engagement

February 18, 2015

Forbes

Topics: Brand Communication, Marketing, Social Media

Keywords: Denise Lee Yohn on Forbes, super bowl ad hashtags, hashtags in advertising, hashtag engagement, coke super bowl 2015 ad, social media engagement

Hashtags should be used less as a message and more as a call to action that leads to greater brand engagement.

Brand-Building: Management Imperative, Not Marketing Initiative

February 17, 2015

Pacific Coast Builders Conference

Topics: Brand Delivery, Leadership

Keywords: brand-as-business management approach, brand leadership, PCBC conference speaker, Pacific Coast Builders Conference, brand management

If you want to be a great brand, do what great brands do: lead with your brand and do brand as business.

Surviving the Shark Tank

February 10, 2015

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Brand Strategy, Business, Marketing

Keywords: Brand New Perspectives, fast food IPO, fast casual IPO, fast food investing, QSR investing, Denise Lee Yohn in QSR Magazine, economic moat, QSR pitch

How to make your brand appealing to investors.

This Is the NFL Brand’s Real Problem

February 4, 2015

Forbes

Topics: Brand Communication, Brand Strategy

Keywords: Denise Lee Yohn on Forbes, NFL brand strategy, NFL brand message, NFL brand problem, NFL advertising strategy

If the NFL were to embrace — or rather, re-embrace — character, and the values so closely associated with it, such as integrity and excellence, it wouldn’t have to choose between two priorities that seem to be competing for its attention.

7 Steps to Deliver Better Customer Experiences

February 3, 2015

Harvard Business Review

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

Keywords: brand experience, customer experience architecture, customer experience design, customer experience strategy, Denise Lee Yohn on Harvard Business Review, retail brand experience, customer experience marketing, customer experience tools, customer experience mapping

Most companies are using an incomplete definition of customer experience, and have incomplete tools and approaches to design and manage it.

Super Bowl Is A Super Big Deal For Fast Food Brands

January 28, 2015

Seeking Alpha

Topics: Restaurants and Retail, Brand Communication, Marketing, Social Media

Keywords: Denise Lee Yohn on Seeking Alpha, Super Bowl Ads 2015, Super Bowl ads XLIX, fast food Super Bowl ads, QSR Super Bowl ads, McDonald's Super Bowl ad, Carl's Jr. Super Bowl ad, Papa John's Super Bowl, Papa John's Up Your Dance campaign, #UpYourDance

The Seahawks and Patriots aren’t the only ones gearing up for big day on Sunday. When Super Bowl XLIX kicks off, many fast food brands will be hoping to score as well.

What To Expect From The 2015 Super Bowl Ads

January 21, 2015

Forbes

Topics: Brand Communication, Marketing

Keywords: Denise Lee Yohn on Forbes, Super Bowl ads XLIX, Super Bowl 2015 ads, Super Bowl 2015 commercials, Super Bowl XLIX commercials, Super Bowl social media campaigns

Sap over silly, holy hastags, prodigal brands, and more will comprise the Super Bowl 2015 ad line-up.

Great Brands Ignore Trends

January 20, 2015

Harvard Business Review

Topics: Restaurants and Retail, Brand Value, Brand Strategy, Innovation, Marketing

Keywords: What Great Brands Do, trend following, advance cultural movements, brand positioning, cultural scanning, great brands ignore trends, Lady Gaga brand strategy, Denise Lee Yohn on Harvard Business Review, competitive advantage, Chipotle Mexican Grill brand strategy, Chipotle Mexican Grill trend, Lady Gaga identity, social media listening

Denise Lee Yohn, author of What Great Brands Do, speaks to Harvard Business Review Editor Sarah Green and offers strategies for staying a step ahead of competitors.

What Should Uber Do?

January 13, 2015

Sustainble Brands

Topics: Customer Experience, Brand Communication, Brand Delivery, Brand Experience, Brand Strategy, Brand Touchpoints, Business, Leadership, Marketing

Keywords: Uber brand strategy, uber strategy, uber marketing, Uber branding, Uber customer experience, Uber public relations, Uber PR, Denise Lee Yohn on Sustainable Brands

Three actions Uber should take to regain people’s trust and restore its status as one of the most promising start-ups:

Brand Building in 2015

January 1, 2015

QSR Magazine

Topics: Restaurants and Retail, Customer Experience, Brand Loyalty, Brand Communication, Brand Delivery, Brand Experience, Brand Touchpoints, Business, Customer Service, Innovation, Marketing, Social Responsibility

Keywords: QSR marketing, Brand New Perspectives, fast food technology, fast food marketing, qsr in 2015, fast food in 2015, 2015 predictions for fast food industry, fast food transparency

Technology, transparency, and turf wars will be among quick-service operators’ greatest branding challenges this year.

Startups Need a Minimum Viable Brand

January 1, 2015

Topics: Brand Strategy, Business, Innovation, Small Businss

Keywords: i3 magazine, minimum viable brand, MVB, minimum viable product, brand strategy for start-ups, branding for start-ups, branding for consumer electronics, consumer electronics brand strategy

The consumer electronics industry thrives on gadgets, gizmos, and gee-whiz technologies.  Success, it seems, is all about breakthrough innovations and cool products.  But for every iPad, there’s a Newton, and for every Spotify, a WebTV. A good product is hardly enough to launch a start-up into long-term viability.

What Retail Sales Associates Still Do Better than Websites

December 15, 2014

Harvard Business Review

Topics: Restaurants and Retail, Customer Experience, Customer Service

Keywords: brick and mortar customer experience, brick and mortar retail, retail sales associate role, retail salesperson role, retail customer service

Retail salespeople no longer play the role of a product expert or information gate keeper who serves as an intermediary between the shopper and a purchase, but they can still help customers in valuable ways.

You Can’t Claim You’ve Got an Authentic Brand, You Must Be Authentic

December 8, 2014

Bulldog Drummond

Topic:

Keywords: brand strategy, brand integrity, authentic brand, authentic branding, Denise Lee Yohn on Bulldog Drummond

Three Uncommon Sense ways to ensure your brand is authentic.

Five Brands to Watch in 2015

December 3, 2014

Chain Store Age

Topic:

Keywords: brands to watch in 2015, 2015 brand trends, 2015 top brands, Amazon 2015, Apple 2015, brands in 2015, Comcast 2015, IBM in 2015, McDonald’s 2015, Republican Party brand, Republican party in 2015, Target 2015

Brand-building expert and consultant Denise Lee Yohn has released her annual outlook for the year,  “Brands to Watch in 2015.”

2014’s Top Brand Stories

December 1, 2014

QSR Magazine

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

Keywords: Brand New Perspectives column, Burger King acquisition of Tim Hortons, Shake Shack IPO, top fast food stories in 2014, top fast food brands in 2014, top qsr brands in 2014, Taco Bell in 2014, McDonald's in 2014, Panera Bread in 2014, Starbucks brand campaign

The top players from a busy year in quick-service news including Taco Bell, Burger King/Tim Horton’s, and Panera Bread.

A Tale Of 2 Pizza Turnarounds – Pizza Hut Vs. Domino’s

November 25, 2014

Seeking Alpha

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

Keywords: restaurant marketing, Pizza Hut Flavor of Now strategy, Pizza Hut The Flavor of Now menu change, Pizza Hut turnaround, Pizza Hut brand strategy, Pizza Hut competitive advantage, Domino's Pizza turnaround, Domino's Pizza brand strategy, Domino's Pizza marketing, Pizza Hut marketing, pizza restaurant marketing, pizza restaurant strategy

Pizza Hut’s new “The Flavor of Now” menu campaign is confusing and disconnected and unlikely to produce a sales turnaround on par with Domino’s Pizza Turnaround.

This Holiday Season Reveals Big Changes in Retail

November 14, 2014

Forbes

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

Keywords: retail strategy, holiday retailing, retail trends, retailing trends, retail marketing trends, retail customer service trends, holiday shopping trends

Substantive developments are fundamentally changing the very nature of retail.

How to Be the Uber of Fast Food

November 1, 2014

QSR Magazine

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

Keywords: Brand New Perspectives, fast food marketing, uber of fast food, uber strategy, uber marketing, fast food restaurant strategy, fast food mobile strategy

Lessons from the booming transportation start-up.

Is Casual Dining Dying?

October 27, 2014

Seeking Alpha

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

Keywords: restaurant marketing, casual dining restaurants, casual dining trends, Buffalo Wild Wings marketing, Buffalo Wild Wings customer experience, Buffalo Wild Wings technology, Chili's marketing, Chili's customer experience, Chili's technology

Casual dining chains, including Applebee’s and Olive Garden, continue to decline due to strong competition from fast- and polished-casual. but Buffalo Wild Wings and Chili’s Grill & Bar are bright spots in the segment.

So Amazon Thinks It Can Do Retail

October 17, 2014

Forbes

Topics: Restaurants and Retail, Brand Equity, Business

Keywords: Denise Lee Yohn on Forbes, Amazon store, Amazon brick and mortar, Amazon retail, brick and mortar strategy, Amazon brand equity

The Amazon brand has become synonymous with attributes that are much more difficult to execute in brick-and-mortar.

Zumba’s Success Arose from Long-Term Trends

October 13, 2014

Harvard Business Review

Topics: Health/Fitness/Wellness, Customer Experience, Brand Communication, Brand Delivery, Brand Experience, Brand Touchpoints, Business, Culture, Employee Engagement, Marketing

Keywords: Zumba vs. Crossfit, Zumba brand strategy, Zumba business strategy, Zumba case study, Zumba cultural movement, Zumba trend, Zumba brand positioning, CrossFit brand positioning

Zumba, the fitness dance movement, has achieved a level of cultural significance by tapping into several emerging trends that together created the right conditions for it.

The Many Faces of the Hispanic Market

October 1, 2014

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Marketing

Keywords: QSR marketing, Brand New Perspectives, fast food marketing, hispanic marketing, marketing to latinos, advertising to latinos, Hispanic consumer trends, Hispanic consumer insights

Get to know one of the most important demographics in the U.S.

Why Shake Shack’s IPO Should Be As Popular As Its Burgers

September 29, 2014

Seeking Alpha

Topics: Restaurants and Retail, Customer Experience, Brand Experience, Business, Culture, Employee Engagement

Keywords: Shake Shack growth, Shake Shack IPO, Shake Shack employee culture, Shake Shack investment analysis, Shake Shack leadership, Danny Meyer, Randy Garutti

Shake Shack offers investors growth potential, proven leadership, and strong customer appeal.  Its responsible approach to growth and other less visible factors are also attractive.

Southwest’s Rebranding May Be Well-Designed, But It’s Poorly Timed

September 17, 2014

Forbes

Topics: Customer Experience, Brand Communication, Brand Delivery, Brand Equity, Brand Identity, Brand Touchpoints, Business, Customer Service, Design

Keywords: Southwest new logo, Southwest rebranding, Southwest brand strategy, Southwest new design, Southwest Airlines rebranding, Denise Lee Yohn on Forbes

Southwest’s recent re-branding effort may have gotten the thumbs up from branding gurus, but it’s the timing of the rebranding — not the design — that’s problematic.

Influence Your Influencers

September 1, 2014

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Marketing, Social Media

Keywords: QSR marketing, word of mouth marketing, fast food marketing, influencer marketing, Ed Keller, Jonathan Berry, restaurant marketing, brand ambassador program, influencer program, brand endorsers

Use influencers — people who have greater-than-average reach or impact through word of mouth in a market that is relevant to your brand — to spark word-of-mouth marketing.

Memo To McDonald’s: Core Execution Should Be On New U.S. President’s To-Do List

August 27, 2014

Seeking Alpha

Topics: Restaurants and Retail, Customer Experience, Brand Delivery, Brand Experience, Brand Strategy, Business, Customer Service, Leadership, Marketing

Keywords: McDonald's brand strategy, McDonald's new U.S. president Mike Andres, $MCD, McDonald's new product strategy, McDonald's innovation strategy, McDonald's quality perception, McDonald's value perception, McDonald's dollar menu, McDonald's value menu, McDonald's family segment

Three activities McDonald’s new U.S. president Mike Andres should stop the company from doing and three core areas he should start focusing on in order to reverse the chain’s declining sales.

Target And Walmart Should Seduce Customers Back Into Their Stores

August 18, 2014

Forbes

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

Keywords: brand experience, retail customer experience, Walmart retail strategy, Target retail strategy, Target brick and mortar strategy, Walmart brick and mortar strategy, brick and mortar companies, exclusive product, exclusive services, exclusive promotions

Three ways Target and Wal-Mart can make shopping brick and mortar more important, interesting, and exciting.

The Essence Of Great Brands

August 11, 2014

Outlook Business

Topics: Customer Experience, Brand Delivery, Brand Experience, Brand Strategy, Business, Culture, Employee Engagement, Leadership

Keywords: What Great Brands Do, Denise Lee Yohn, brand strategy, branding strategy, employee brand engagement, brand-building in India, IBM brand engagement, IBM corporate culture, IBM employee engagement, IBM Values Jam, Indian brands, internal brand culture, Outlook Business on branding

Brand building Is more about inspiring an organisation from within rather than viewing it as a niche marketing function.

How to Spark a Conversation

August 1, 2014

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Brand Touchpoints, Marketing, Social Media

Keywords: Brand New Perspectives column, QSR marketing, word of mouth marketing, WOMM, fast food marketing, The Passion Conversation, Anytime Fitness marketing, Fitness Revolution, Coca-Cola Happiness machine

Use word-of-mouth marketing to score free but effective brand exposure.

Panera Bread Positions Itself For More Competition

July 28, 2014

Seeking Alpha

Topics: Restaurants and Retail, Customer Experience, Brand Delivery, Brand Experience, Brand Touchpoints, Business, Customer Service, Employee Engagement, Leadership, Marketing

Keywords: Panera 2.0, Panera Brand competitive strategy, Panera Bread brand positioning, Panera Bread brand strategy, Panera Bread customer experience, Panera Bread Rapid Pick-up, Panera Bread technology, Panera vs. Starbucks, Panera vs. Subway

Panera Bread is rolling out a new technology and customer experience strategy, Panera 2.0. which will improve service efficiency and order accuracy, and give customers more ordering and payment choices. The changes also position Panera against formidable competitors in Starbucks and Subway.

What Digital Health & Fitness Tech Can Learn from the iPhone

July 24, 2014

The Digital Health Post

Topics: Digital Health, Business, Design, Innovation, Marketing, Strategy

Keywords: digital health and fitness tech, sports and fitness tech, health and fitness innovation, iPhone innovation, iPhone adoption, iPhone stickiness, digital health and fitness innovation, digital health and fitness adoption, wearable tech adoption, mobile tech adoption

Characteristics of the iPhone seem particularly instructive for consumer digital health and fitness technology developers.

Use a Brand Council to Help Steer Strategy

July 24, 2014

Harvard Business Review

Topics: Brand Delivery, Business, Culture, Leadership, Marketing

Keywords: brand-as-business management approach, brand alignment, brand leadership, brand integration, brand council, brand leadership council, brand advisory council

Brand-building is a function that business leaders, owners, and general managers – the people responsible for the culture, core operations, and customer experiences of an organization – must drive. Smart companies form brand councils to meet this leadership imperative.

Lady Gaga Is Still Schooling Marketers

July 16, 2014

Forbes

Topics: Customer Experience, Brand Experience, Innovation, Marketing

Keywords: customer experience design, Lady Gaga marketing, Lady Gaga branding, Lady Gaga brand experience, Lady Gaga ArtPop concert strategy, Lady Gaga innovation, Lady Gaga Little Monsters strategy, brand communities, brand fans

Lady Gaga sets the standard for creating mesmerizing, memorable brand experiences.

Asking the Right Questions?

July 1, 2014

QSR Magazine

Topics: Restaurants and Retail, Customer Experience, Brand Communication, Brand Experience, Brand Extensions, Business, Customer Service, Marketing

Keywords: customer experience, Brand New Perspective column, QSR Magazine column, Denise Lee Yohn column, restaurant catering, digital vs. traditional marketing

The problems in your business aren’t always what they seem.

The Value Equation Continues To Add Up At Starbucks

June 24, 2014

Seeking Alpha

Topics: Restaurants and Retail, Brand Delivery, Brand Experience, Brand Touchpoints, Business, Marketing

Keywords: Starbucks brand strategy, Starbucks price increase, starbucks value equation, Starbucks value proposition, Denise Lee Yohn on Seeking Alpha

Starbucks implemented a price increase this week but technology-enabled services, new products, and employee benefits strengthen the brand value equation.

Start-Ups Need a Minimum Viable Brand

June 13, 2014

Harvard Business Review

Topics: Brand Strategy, Business, Leadership, Small Businss

Keywords: small business branding, start-up branding, minimum viable brand, MVB, minimum viable product, brand strategy for start-ups, brand strategy for small business, brand strategy framework

Having a great product isn’t enough.

Is This the End of the Apple Brand As We Know It?

June 11, 2014

Forbes

Topics: Brand Communication, Brand Extensions, Brand Names, Brand Strategy, Business, Innovation, Leadership, Marketing

Keywords: Apple, Beats, Apple Beats acquisition, Apple Beats brand strategy, Apple brand power, Apple brand strength, Apple brand essence, Apple brand positioning, Apple corporate culture, Apple company culture

Perhaps the recent Apple & Beats deal isn’t much cause for concern over the Apple brand – at least not in the near term. 

How Strong Is Your Personal Brand?

June 5, 2014

Personal Branding Blog

Topics: Marketing, Social Media

Keywords: personal branding blog, how strong is your personal brand, personal brand strategy, personal brand strength

The best way to ensure your personal brand is as strong as it needs to be for what’s ahead is to employ a brand-building mindset that extends beyond typical personal branding techniques.

IKEA Makes Low Prices the High Point of Its Strategy

June 2, 2014

Business Standard

Topics: Restaurants and Retail, Customer Experience, Brand Loyalty, Brand Delivery, Brand Strategy, Loyalty

Keywords: IKEA brand strategy, The IKEA Way, IKEA low price strategy, IKEA low price positioning, IKEA business model, Denise Lee Yohn in Business Standard

Home furnishings retailer IKEA uses low prices to fulfill its brand mission, cultivate loyal customers, and sustain profitable growth. T

The Alternative to New Products

June 1, 2014

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Brand Experience, Brand Touchpoints, Business, Marketing

Keywords: fast food new products, Brand New Perspectives, QSR new product strategy, QSR innovation, fast food restaurant innovation, fast food packaging, fast food technology, fast food format, fast food experience

Products will always be the lifeblood of our category but there are many other customer experience levers that can be pulled to stimulate interest and differentiate your brand.

Dunkin’ Donuts Is Expanding In The Right Direction

May 28, 2014

Seeking Alpha

Topics: Restaurants and Retail, Brand Communication, Marketing

Keywords: Dunkin' Donuts expansion, Dunkin' Donuts in California, Dunkin' Donuts growth, Dunkin' Donuts Hispanic appeal, Dunkin' Donuts coffee, Dunkin' Donuts competition

Dunkin’ Donuts is expanding westward and all indicators show that’s the right direction for the company.

Why Brand?

May 19, 2014

Bulldog Drummond

Topics: Customer Experience, Brand Communication, Brand Delivery, Brand Experience, Business, Culture, Leadership

Keywords: brand-as-business management approach, brand integrity, brand culture, why brand, brand-building strategy, brand purpose, Bulldog Drummond blog, be the brand

Brand building looks very different the way great brands do it.

Barnes & Noble Should Rally Around, Not Retreat From, Retail Stores

May 9, 2014

Forbes

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

Keywords: Apple, genius bar, retail customer experience, retail strategy, walmart, Apple Genius Bar strategy, Barnes & Noble, Barnes & Noble Liberty Media sale, Barnes & Noble retail strategy, RadioShack, Restoration Hardware, Restoration Hardware retail strategy, retail innovation, shop within a shop, Walmart retail strategy, Whole Foods Market retail strategy

Instead of retreating from stores, Barnes & Noble – and other struggling retailers like it, including Staples, Radio Shack, and Gap — should rally around them.  And they should look to the recent innovations and counterintuitive strategies that are making headlines for other retailers.

Define Your Identity

May 1, 2014

QSR Magazine

Topics: Restaurants and Retail, Brand Extensions, Brand Strategy, Business

Keywords: restaurant brand strategy, QSR brand strategy, brand essence, brand obituary, brand identity, fast food brand strategy, brand tools, brand documentary, Brand New Perspectives

Before pursuing any growth opportunities, operators should have a clear understanding of who they are as a brand.

Extracts and Abstracts: What Great Brands Do

May 1, 2014

CMO Council's Peer Sphere

Topics: Brand Delivery, Brand Strategy, Business, Leadership

Keywords: What Great Brands Do, Denise Lee Yohn, CMO Council PeerSphere magazine, CMO Council book extract, CMO Council book excerpt, CMO Council book review

Introduction to and excerpt from new bestselling book by Denise Lee Yohn, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest.

Yum Brands Zeroes In On China For Growth

April 28, 2014

Seeking Alpha

Topics: Restaurants and Retail, Brand Extensions, Business, Marketing, Social Media

Keywords: Taco Bell social media, Yum Brands earnings release, Yum Brands Q1 2014 earnings, Yum Brands expansion, Yum Brands in China, KFC China expansion, KFC China strategy, Taco Bell marketing, WingStreet strategy, WingStreet expansion, Pizza Hut WingStreet, Yum Brands marketing

Yum Brands is likely to continue on this strong growth track because of its focus on expansion in China, and to a lesser extent India and other emerging markets — and not because of any substantive changes in the United States.

Yum Brands: Expansive Interview With Public Affairs Chief Reveals Company Priorities

April 24, 2014

Seeking Alpha

Topics: Restaurants and Retail, Customer Experience, Brand Communication, Brand Experience, Brand Extensions, Marketing, Social Media

Keywords: Taco Bell social media, Yum Brands earnings release, Yum Brands interview, Jonathan Blum interview, KFC China, Taco Bell breakfast, Wing Street expansion, Super Chix test, KFC new concept

The first of a two-part series following Yum Brands’ 2014 first-quarter earnings release on Tuesday, April 22nd. I had the opportunity to interview Jonathan Blum, Senior Vice President, Chief Public Affairs and Global Nutrition Officer at Yum Brands.  What follows are my questions and Mr. Blum’s responses.

Think Differently About Protecting Your Brand

April 23, 2014

Harvard Business Review

Topics: Brand Communication, Brand Equity, Brand Identity, Brand Names

Keywords: brand protection, brand licensing, brand piracy, brand counterfeiting, counterfeit brand strategy, trademark protection

Take a different approach to protecting your brand — one that optimizes factors that are directly under your control vs. trying to manage those that aren’t.

Brand Building Through Customer Experience

April 21, 2014

Branding Strategy Insider

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

Keywords: What Great Brands Do, brand experience, great brands sweat the small stuff, customer experience strategy, Denise Lee Yohn on Branding Strategy Insider, #WGBD

Few advertising or marketing messages can ever be as impactful, distinctive, and memorable as a one-on-one brand experience that’s been designed down to the last detail.

The Growth-Brand Trade-Off

April 21, 2014

Business Standard

Topics: Restaurants and Retail, Brand Strategy, Business, Leadership

Keywords: What Great Brands Do, brand strategy, growth brand strategy, Business Standard book excerpt, Krispy Kreme brand strategy, Krispy Kreme brand growth, Krispy Kreme growth stratetgy

The strategy to grow is often accompanied by a series of decisions to accept slightly lower levels of quality, whether it is for facilities modifications or ingredient changes or hiring standards, says a new book.

GoPro Shows How to Win by Losing Control

April 14, 2014

Forbes

Topics: Brand Communication, Brand Experience, Marketing, User Generated Content

Keywords: brand ambassador, brand control, GoPro brand strategy, GoPro content marketing, GoPro social media, GoPro viral marketing, Nick Woodman quote, YouTube strategy

By acting as a cultivator and curator, not a controller, of your brand content and experiences, you transform transactions into interactions.

Why Great Brands Zig When Others Zag

April 2, 2014

The Globe and Mail

Topics: Brand Loyalty, Brand Strategy, Customer Service, Marketing

Keywords: The Globe and Mail book excerpt, What Great Brands Do excerpt, customer centricity, customer service strategy, Red Bull customer strategy, Whole Foods customer strategy

A brand can incur real opportunity costs by attempting to provide across-the-board excellence in customer service.

12 Most Surprising Things Great Brands Do

April 1, 2014

12 Most

Topics: Customer Experience, Brand Strategy, Business, Design, Leadership

Keywords: What Great Brands Do, brand strategy, brand-building, 12 Most Surprising Things Great Brands Do

Great brands employ some quite surprising brand-building practices including “great brands start inside” and “great brands embrace competition.”

Put Your Website to Work

April 1, 2014

QSR Magazine

Topics: Brand Communication, Brand Touchpoints, Marketing, Social Media

Keywords: fast food restaurant website, QSR website, website strategy, restaurant website, fast food restaurant marketing, QSR marketing

Your website is just as important as your social media and mobile marketing.

Don’t Settle for Being an “-er Brand”

March 28, 2014

Harvard Business Review

Topics: Brand Communication, Brand Strategy, Business, Innovation, Marketing

Keywords: brand strategy, branding strategy, brand positioning, brand differentiation, brand platform, start-up branding

Hearing “we’re just like X brand but we’re…” sets off warning signals about breakthrough ability and long-term viability.

Great Brands Aim For Customers’ Hearts, Not Their Wallets

March 27, 2014

The Art of

Topics: Customer Experience, Brand Loyalty, Brand Experience, Brand Strategy

Keywords: What Great Brands Do, customer relationships, The Art of book excerpt, Virgin America brand strategy, Virgin America brand experience, Virgin America customer experience, emotional connections

To create valuable, sustainable customer relationships, great brands don’t sell customers on contracts—they seduce them with connections.  Consider Virgin America’s appeal.

Yum Brands: Tacos For Breakfast… And Expansion

March 25, 2014

Seeking Alpha

Topics: Restaurants and Retail, Brand Communication, Brand Extensions, Marketing

Keywords: Taco Bell Waffle Taco analysis, Taco Bell Waffle Taco marketing strategy, Taco Bell breakfast menu strategy, Taco Bell breakfast menu introduction, Taco Bell #breakfastphone, Taco Bell #waffletaco, Taco Bell franchising push, fast food breakfast competition, brand expansion, brand communications, branding plan

Yum Brands hopes Taco Bell’s new Waffle Taco will be a cash cow for a franchising push — will it be successful?

How Sony Learned That Product Features Don’t Matter

March 21, 2014

Fast Company

Topics: Consumer Research, Design, Innovation

Keywords: What Great Brands Do, Denise Lee Yohn, Sony digital camera strategy, Sony digital imaging strategy, Sony innovation strategy, Sony innovation research, empathic research

Empathy and evolution worked side-by-side as the company changed with the times–and with consumer’s needs.

Google Is On a Mission

March 18, 2014

Forbes

Topics: Brand Delivery, Brand Extensions, Innovation

Keywords: Google mission statement, Google brand mission, Google branding strategy, Google brand purpose, Google brand extension

All of Google’s expansion moves make sense in light of its mission, an aspiration to organize and open up “the world’s information.”

How Chipotle Changed American Fast Food Forever

March 14, 2014

Fast Company

Topics: Restaurants and Retail, Brand Delivery, Brand Experience, Innovation, Leadership

Keywords: What Great Brands Do, advance cultural movements, Chipotle brand strategy, Chipotle brand management, great brands ignore trends, fast food trends

Chipotle set out to challenge fast food trends and be better than the competition–in the end, they launched a new industry. Here’s how they rose to the top of the fast-food chain.

What Shake Shack Knows About Growth that McDonald’s Has Forgotten

March 7, 2014

Harvard Business Review

Topics: Brand Strategy, Business, Leadership

Keywords: brand strategy, business focus, business growth, brand focus, brand growth, Shake Shack brand strategy, Shake Shack growth, McDonald's brand strategy, McDonald's grwoth

If your growth plan is not grounded in your brand identity, it will likely disappoint in delivering the results you seek.

Stop Selling Products and Start Making Emotional Connections

March 7, 2014

Sales & Marketing Management

Topics: Brand Communication, Brand Delivery

Keywords: What Great Brands Do, emotional appeal, Sales & Marketing Management book review, great brands avoid selling products

We humans are emotional creatures. We make our purchase decisions based on how products promise to make us feel. That’s why great brands succeed by seeking intimate emotional connections with customers.

To Discount or Not To Discount

March 1, 2014

QSR Magazine

Topics: Restaurants and Retail, Brand Value, Marketing

Keywords: QSR Magazine Brand New Perspectives column, QSR discounting strategy, QSR pricing strategy, fast food discounting strategy, fast food pricing strategy, price promotion strategies, restaurant promotional strategies

With the decline of value menus, quick serves must rethink discounting to avoid prolonged margin problems.

Why Marketers Need To Stop Following Trends And Start Advancing Movements

February 24, 2014

Forbes

Topics: Brand Strategy, Innovation, Marketing

Keywords: brand strategy, advance cultural movements, following trends, ignore trends, brand innovation, Lady Gaga ignores trends, forecasting trends, cultural scanning, listening to trends

Great brands spot powerful ideas on the horizon that resonate with their core values, and they discover ways to advance those ideas.

A Brand-Builder’s Guide to the Universe: 17 Ways to Build a Great Brand Today

February 21, 2014

ChangeThis

Topics: Customer Experience, Brand Loyalty, Brand Communication, Brand Delivery, Brand Experience, Brand Strategy, Brand Touchpoints, Business, Culture, Design, Employee Engagement, Innovation, Leadership, Marketing

Keywords: What Great Brands Do, operationalizing your brand, ChangeThis Manifesto, 800 CEO Read Manifesto, A Brand-Builder’s Guide to the Universe:, Ways to Build a Great Brand, brand trends, branding trends

This manifesto highlights seventeen developments that are influencing brand-building today and what great brands are doing about them.

Leadership Lessons from Great Brands

February 11, 2014

Ron Kitchens -- Always Forward

Topics: Brand Delivery, Leadership

Keywords: What Great Brands Do, Ron Kitchens blog, Always Forward blog, Southwest Michigan First blog, Catalyst University speaker, Catalyst University 2013, leadership lessons, brand leadership

If you are at a place in your leadership journey where you are looking for clear, valuable insight into your personal brand or that of your organization, I highly recommend Denise’s book! Enjoy the post. — Ron Kitchens

Great Brands Never Have to “Give Back”

February 6, 2014

Harvard Business Review

Topics: Brand Delivery, Leadership, Social Responsibility

Keywords: What Great Brands Do, ikea, corporate social responsibility, csr, giving back, creating shared value, CSV, greenwashing, Ecomagination, Starbucks community stores, Coca-Cola 5by20, IKEA corporate social responsibility

Great brands are making positive social change without engaging in typical CSR activities.

The Secret Sauce of Employee Recruiting and Engagement: Part 3

February 5, 2014

The Keva Dine Agency

Topics: Brand Delivery, Employee Engagement, Leadership

Keywords: What Great Brands Do, employee engagement, employment branding, employee alignment, employee culture

Great brands know that their brand is the strongest employee recruitment and engagement tool it has because of its power to connect.

Lead with Your Brand

February 1, 2014

Leadership Excellence

Topics: Brand Delivery, Leadership

Keywords: What Great Brands Do, brand-as-business management approach, brand culture, brand leadership, Leadership Excellence Essentials, lead with your brand, brand planning, brand execution

For a business to be successful, leaders need to embrace the concept of operating the business based on its brand.

Pick a Prime Positioning

February 1, 2014

QSR Magazine

Topics: Brand Strategy, Marketing

Keywords: brand position, competitive brand positioning, QSR Magazine Brand New Perspectives column, competitive frame of reference, Denny's competitive brand positioning, brand differentiation, strategic brand platform

A clear, definitive competitive brand positioning is essential to developing a great brand.

Every Touchpoint Communicates

February 1, 2014

CMO Council's Peer Sphere

Topics: Brand Delivery, Brand Experience, Brand Touchpoints

Keywords: brand alignment, brand integration, brand touchpoints, brand touchpoint wheel, CMO Council PeerSphere magazine, touchpoint communication

Conventional wisdom says there are only a few ways that customers are exposed to your brand – advertising, website, PR, and social media. But the reality is, any point of contact between your product, service, or experience and your customers is a brand touchpoint.

Hold the Cone

January 31, 2014

Shep Hyken blog

Topics: Customer Experience, Brand Experience

Keywords: customer experience, brand experience, Shep Hyken blog, customer service, Pinkberry customer service, Pinkberry customer experience, Pinkberry brand experience

Denise Lee Yohn talks about how the customer experience can influence the service philosophy of the brand.

Let Design Do The Talking For Brands

January 27, 2014

Forbes

Topics: Customer Experience, Brand Communication, Brand Touchpoints

Keywords: customer experience, brand experience, Chobani yogurt brand strategy, Trader Joes brand strategy, Chobani customer experience, Trader Joe's customer experience, design strategy, customer experience design, brand world, great brands sweat the small stuff, sensory design, Hamdi Ulukaya

Every single encounter that people have with your brand will either enhance its value or diminish it. Design is one of the best ways to ensure you’re making deposits in your brand bank.

The Secret Sauce of Employee Recruiting and Engagement: Part 2

January 27, 2014

The Keva Dine Agency

Topic: Employee Engagement

Keywords: The Keva Dine Agency, employee engagement, employee alignment, brand alignment, employer branding, recruitment branding

Gaining attention from internal candidates and external potential candidates organically grows when employees feel their personal needs are met, values are aligned and their rewarded for their contributions.

Eating Right, Better Relationships, and Exercise Should Be Your 2014 Business Resolutions, Too

January 23, 2014

UpStart Business Journal

Topics: Brand Delivery, Leadership, Marketing

Keywords: Denise Lee Yohn, brand strategy, branding strategy, Upstart Business Journal, new year's resolutions for business, business resolutions, 2014 business strategy

Branding expert Denise Lee Yohn has three key resolutions to remake your brand, and they probably jibe with your personal ones.

The Secret Sauce of Employee Recruiting and Engagement: Part 1

January 23, 2014

The Keva Dine Agency

Topic: Employee Engagement

Keywords: The Keva Dine Agency, employee engagement, brand engagement, employment branding

By knowing where organizations are moving in their hiring efforts and the building of their brand, you can spot the type of work environment that will keep you engaged and ultimately, happy.

Great Brands Aim for Their Customers Hearts, Not Their Wallets

January 8, 2014

Forbes

Topics: Brand Loyalty, Brand Experience, Brand Extensions

Keywords: Forbes CMO Network, loyalty, brand loyalty, customer loyalty, airlines loyalty, airline customer experience, Virgin America, Virgin airline, emotional connection, customer relationships

To create valuable, sustainable customer relationships, great brands don’t sell customers on contracts—they seduce them with connections.

What Great Brands Do (QSR Magazine column)

January 1, 2014

QSR Magazine

Topics: Restaurants and Retail, Brand Delivery

Keywords: What Great Brands Do, restaurant branding, brand strategy, Brand New Perspectives column, brand-building, strategic marketing, QSR Magazine

Take your brand from good to great with these seven tips in mind.

Digital Health Breaks New Ground at CES

December 1, 2013

Topic: Innovation

Keywords: Digital Health Summit, FitnessTech Summit, digital health, digital fitness, digital heath and fitness, i3 magazine, Jawbone UP, iTriage, Humetrix, iBlueButton, iRhythm, Welldoc, Zio, BlueStar, HealthSense, Independa, Zenzorium TINKE, NeuroSky, NeuroCoach, Misfit Shine, wearables

Five significant ways digital health is changing and the latest innovations in each that you’ll see and/or hear about at the 2014 International CES.

2013’s 7 Best Brand Stories

December 1, 2013

QSR Magazine

Topics: Restaurants and Retail, Brand Communication

Keywords: KFC, McDonald's, Taco Bell, Smashburger, Chipotle, Starbucks, Panera, restaurant stories in 2013, restaurant branding, QSR brands, QSR in 2013, QSR branding, QSR advertising, restaurant advertising, new menu items

Marketing and product moves from these quick serves kept the industry buzzing this year.

Why Marketers Need To Stop Giving Back

November 11, 2013

Forbes

Topic: Brand Delivery

Keywords: Chipotle, forbes, social change, charitable, give back, corporate social responsibility, csr, create shared value, CSV

If your company prides itself on giving back to the community by way of charitable gifts, it’s time to rethink what you’re doing and why.

Primed For New Product Success

November 1, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: McDonald's, Taco Bell, pretzel buns, target customer, doritos locos, McMuffin, egg white delight, McRib, new product strategy, new product introduction, fast food new products, QSR new products

Operators must keep the menu mix fresh to keep customers coming back for more. Here’s the best way to launch a new product.

Digital Health Breaks New Ground at CES

November 1, 2013

CEA i3

Topics: Digital Health, Health/Fitness/Wellness, Innovation

Keywords: digital health trends, digital fitness trends, wearable tech trends, digital health at Consumer Electronics Show, digital health at International CES, mobile health trends

Digital health and fitness been undergoing changes in five significant ways, all of which will be on display at the 2014 International CES.

Megastores Want to Be Like Mom-and-Pop Shops… Sort Of

October 24, 2013

Harvard Business Review

Topics: Business, Strategy

Keywords: McDonald's, Smashburger, Starbucks, Whole Foods, Lululemon, howard schultz, laura klauberg, retail strategy, retail branding, local store marketing, national brand strategy

Progressive retailers like Starbucks and Lululemon Athletica are increasingly shedding their national standards and conventions to achieve a more local brand image.

What You Can Learn from Grocery

October 1, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: Whole Foods, trader joe's, kroger, safeway

Quick serves can use some of the grocery channel’s tactics to make sure they don’t lose business to stores like Whole Foods.

Food Porn and Rich Data Combine for Results at Kraft

September 10, 2013

iMedia Connection

Topic: Brand Communication

Keywords: kraft, dana shank, kraft foods, jello, jell-o, Philadelphia cream cheese, chocolate pudding fudge

Kraft’s Associate Director Dana Shank showed the audience at the 2013 iMedia Brand Summit how the company produces sales results through content marketing.

Great Content Requires Strategy and Organization

September 9, 2013

iMedia Connection

Topic: Brand Communication

Keywords: iMedia, iMedia Brand summit, rebecca lieb, altimeter group, nancy bahagat, intel, content marketing, content strategy, organizing for content

The session, “Organizing for Content,” at the 2013 iMedia Brand Summit, showed how companies can ensure they develop and distribute great content.

Taglines Disrupted

September 9, 2013

AdWeek

Topic: Brand Communication

Keywords: Starbucks, Whole Foods, Lululemon, Nordstrom, Apple, 100 most influential taglines, yahoo, best buy, geek squad, american express, nike, just do it, coca-cola, expedia, open happiness, find yours, taglines, themelines, advertising slogans

Flexible branding is the new name of the game.

The 10 Best Ways to Do PR

September 1, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: pinterest, social media, journalists, hashtags, press release, pubilc relations, Robin Raskin

Ten rules for doing public relations the right way.

What ShoeDazzle Taught Us about Subscription Commerce

August 31, 2013

gigaom

Topics: Brand Strategy, Marketing

Keywords: american express, just fab, shoedazzle.com, lady gaga, brian lee, bill strauss, subscription brand, subscription commerce, little monsters, subscription-based commerce

ShoeDazzle may no longer be dazzling, but it’s delivering useful lessons in subscription commerce.

Don’t Forget Gen Z

August 1, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: millennials, generation z, gen z, gen y, generation y, net generation, post millennials, plurals, american food, family dinner

Millennials get all the attention, but focusing on the proceeding generation can really put your restaurant ahead of the curve.

Why Are So Many Celebrities Now “Creative Directors”?

July 9, 2013

Harvard Business Review

Topic: Brand Communication

Keywords: coca-cola, beyonce, pepsi, lady gaga, polaroid, justin timberlake, celebrity creative director, tommy lee jones, ameriprise financial, CDINO, creative director in name only, black-eyed peas, will=i-am, ekocycle, myspace, britney spears, accenture, tiger woods, secret, lindsey van, red bull, P*G

In years past, the basis of celebrity/brand relationships had been expediency and image. Today, it’s about authenticity and impact.

The Problem with Personal Health Data

July 1, 2013

CEA Digital Dialogue

Topic: Digital Health

Keywords: Digital Health Summit, Welldoc, living in digital times, qualcomm ventures, great call, united healthcare, health apps, md revolution

The primary challenge in digital health today is how to use all the personal health data that’s available to help people live healthier lives.

Purpose, Principles Give Power

July 1, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: Taco Bell, Whole Foods, UCLA extension restaurant industry conference, greg creed, doritos locos taco, catina bell menu, walter robb, advertising, marketing

Marketing campaigns can adequately promote your brand, but it could be for naught without a strong cultural foundation.

Change Happens

June 10, 2013

Business Insider

Topic: Leadership

Keywords: joni hoolin, people report, black box intelligence, jim stengel, grow, southwest, gary kelly, ikea, iway, ikea way, freedom to fly, horizontal brand alignment, vertical brand alignment, zappos

Change is passive, but transformation presents an opportunity for you to play an active role and create a better future.

The Social Media Smarts

June 1, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: pinterest, facebook, twitter, jetblue, youtube, target, old spice, isaiah mustafa, instagram, lands end

Don’t jump into social media marketing blind. Follow these tips to be successful at the most popular social media sites.

Disrupting the Automotive Experience

May 17, 2013

business2community

Topic: Customer Experience

Keywords: saturn, tesla motors, electric, elon musk, product specialist, george blankenship, thilo koslowski, gartner inc, brand standards, warby parker, neil blumenthal, david gilboa, zapps, tony hsieh

Telas Motors has set out to fundamentally change the car buying and owning process.

Everything Communication

May 1, 2013

QSR Magazine

Topics: Restaurants and Retail, Brand Delivery

Keywords: trader joes, fearless flyer, brand touch points, culture

Instill your brand message in every customer touch point.

From Negative to Positive

April 1, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: yelp, trip advisor, word of mouth, reviews

A bad online review can sting, but it can also be an opportunity to reach customers with a positive story.

 

The Genius of Apple’s Store Patents

March 11, 2013

Chain Store Age

Topic: Restaurants and Retail

Keywords: patent, trademark, apple store, design, genius bar, store design

Apple’s new patents suggest a new way of thinking about retail store design: What if we considered our stores as products?

The Genius of Apple’s Store Patents

March 11, 2013

Chain Store Age

Topic: Restaurants and Retail

Keywords: patent, trademark, apple store, design, genius bar, store design

Apple’s new patents suggest a new way of thinking about retail store design: What if we considered our stores as products?

How to Succeed in a New Market

March 1, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: culture, logo, typefaces, colors, taglines, messaging, branding, style guide, style standards, soft launch, publicity

Expanding into a new market can be both risky and rewarding; here are some ways you can increase your odds of success.

 

Taglines That Work

February 4, 2013

QSR Magazine

Topics: Restaurants and Retail, Brand Communication

Keywords: McDonald's, Taco Bell, forbes, Apple, american express, nike, just do it, think different, mission statement, cotton, the fabric of our lives, head for the border, fedex, when it absolutely, positively has to be there overnight, burger king, have it your way, mastercard, priceless, outback steakhouse, no rules, just right, volkswagen, drivers wanted, you deserve a break today, best-loved advertising taglines, b, s, de beers, phil's bbq

A well-crafted tagline can position your brand for years to come.

 

Lance Armstrong’s Biggest Offense

January 14, 2013

Brand Channel

Topic: Brand Communication

Keywords: nike, lance armstrong, performance-enhancing drugs, livestrong foundation, us postal service, tailwind sports, kerek kent

I hope Nike customers will understand that the company’s not to blame for believing Lance, and they will continue to look to the brand for inspiration and integrity.

It’s Budget Time

January 3, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: marketing objectives, marketing budget

Now is the time to establish what you want to get out of your marketing efforts in the coming 12 months.

 

It’s Budget Time

January 3, 2013

QSR Magazine

Topic: Restaurants and Retail

Keywords: marketing objectives, marketing budget

Now is the time to establish what you want to get out of your marketing efforts in the coming 12 months.

 

Companies Should Aim for Social Relevance, Not Responsibility

November 30, 2012

Leadership SmartBrief

Topic: Leadership

Keywords: corporate social responsibility, csr, public relations, giving back, creating shared value

Instead of trying to check off boxes on an endless list of responsibilities, businesses should explore and engage their societal and cultural relevance to benefit all stakeholders and create shared value among them.

Companies Should Aim for Social Relevance, Not Responsibility

November 30, 2012

Leadership SmartBrief

Topic: Leadership

Keywords: corporate social responsibility, csr, public relations, giving back, creating shared value

Instead of trying to check off boxes on an endless list of responsibilities, businesses should explore and engage their societal and cultural relevance to benefit all stakeholders and create shared value among them.

The Highlights and Lowlights of Best Buy’s Turnaround Plan

November 19, 2012

Sustainable Business Forum

Topic: Restaurants and Retail

Keywords: best buy, new ceo, hubert joly, insignia, rocketfish, private-label brands, turnaround plan, reinventing brand identity, ibm

The turnaround plan laid out by Best Buy’s new CEO Hubert Joly includes some smart moves but fails to address the Best Buy brand.

Create a Rising Brand That Lifts All Boats

November 19, 2012

Zift Solutions' All About Partner Marketing

Topic: Brand Strategy

Keywords: brand-building, VARs, channel partners, brand-building challenges, brand integration, engaging VARs

Strong brands provide the wind behind your partners’ sales.

Time to Jump on the Bandwagon?

November 5, 2012

QSR Magazine

Topic: Restaurants and Retail

Keywords: Chipotle, social media, burger king, barbecue industry, tapping into trends, pinkberry, red mango, following trends, scanning, monitor media, listening, social networkings, identify food influences, trend forcasting, white castle, carl's jr, hardee's, health and wellness, sustainable and neutral, affordable luxuries

It’s smart to follow industry trends, but don’t forget to add your own touch.

The Right Stuff

November 1, 2012

CE Vision

Topic: Digital Health

Keywords: what it takes to win, how to succeed in digital health, fitness technology, experts, outside perspective, health expertise, technology expertise, project mercury, NASA

For the healthcare industry to succeed in the CE frontier, companies need expertise in health, technology, and consumer branding.

5 Ways for Restaurant Owners to Achieve Brand Relevance

October 26, 2012

FastCasual.com

Topics: Restaurants and Retail, Social Responsibility

Keywords: Chipotle, Starbucks, coca-cola, firehouse subs, corporate consciousness, shared values, 2012 fast casual executive summit, industry relevance, kids live well program, dine out for no kid hungry, community relevance, dining out for life san diego, food trucks, target relevance, ronald mcdonald house, brand relevance, fire safety, food with integrity, value relevance, jobs usa, 5by20, combination of efforts

Denise Lee Yohn spoke at the 2012 Fast Casual Executive Summit, Oct. 21-23, at the US Grant in San Diego. Her presentation highlighted five ways operators can achieve brand relevance in the hearts and minds of consumers.

Nothing More Than Feelings

October 15, 2012

Business Insider

Topic: Brand Communication

Keywords: digital health, brand experience, crossing the chasm, mastercard, priceless, emotional appeal, emotion, early market to mainstream market, women in technology intrnational luncheon, fitness, engagement, allen olivo, emotional attachment, increase perceived value, method

“Emotion is the bridge to take to cross the chasm from the early market to the mainstream market.”

Innovation or Core? Try Both

October 5, 2012

QSR Magazine

Topics: Restaurants and Retail, Strategy

Keywords: Starbucks, social media, scanning, start-ups, incubator, coca-cola venture and emerging brands, development, innovation group, walmart, focus, five guys burgers and fries, jerry murrell, specialty's cafe and bakery, diltuion

Start-ups and established brands alike must balance their focus on their core brand, while also pushing the innovation envelope.

Brand Romney

October 4, 2012

Business Insider

Topic: Brand Strategy

Keywords: Apple, jack in the box, presidential debate, jill lepore, mitt romney, underdog brand biography, underdog, obama, challenger brand, eating the big fish, adam morgan, state of market, rate of success, state of mind, symbols of reevaluation, 1984 commercial, land rover, jet blue, sega, sonic, nintendo, swatch, brand communication

To push ahead and “eat the big fish”, it seems Presidential candidate Mitt Romney needs to adopt a challenger brand strategy.

How to Grow Without Abandoning Your Brand

September 21, 2012

OPEN Forum

Topic: Brand Extensions

Keyword:

Keeping true to your brand while growing your business can be challenging. Use these guidelines to ensure everyone in your growing business is on the same page when it comes to your brand.

How to Do Healthy

September 4, 2012

QSR Magazine

Topic: Restaurants and Retail

Keyword:

If your brand wants to climb aboard the healthy bandwagon without cutting calories or fat, consider that health is often in the eye of the beholder.

The Retail Organization of the Future

August 31, 2012

Retail Wire

Topic: Restaurants and Retail

Keyword:

Five characteristics that should define the retail organization of the future.

What Great Clients Do

August 28, 2012

Sustainable Business Forum

Topic: Leadership

Keyword:

Great clients embrace five attitudes and characteristics that make them the kind of people everyone wants to work with.

 

Understanding Your Customers Through Research

August 17, 2012

OPEN Forum

Topic: Consumer Research

Keyword:

Actionable customer insights are generated from research that is specific, targeted, methodologically rigorous, inclusive of multiple sources and methods, and proactive.

Execution IS Strategy

August 15, 2012

Bulldog Drummond

Topic: Strategy

Keyword:

Execution is actually becoming strategy. Superior operational execution is a strategic advantage to be planned and pursued.

 

Lessons for Small Business from a Big Brand Failure

August 7, 2012

OPEN Forum

Topics: Restaurants and Retail, Brand Strategy

Keyword:

Small businesses can often learn valuable lessons from the missteps of big companies.

The Fresh Factor

August 3, 2012

QSR Magazine

Topic: Restaurants and Retail

Keyword:

It’s important to know when your brand is due for change.

It’s Time to Re-think Your Business

July 13, 2012

Leadership SmartBrief

Topics: Leadership, Strategy

Keyword:

Three questions to answer Thomas Levitt’s big questions, “What business are we really in?”

 

Timeless Truths about Brand Loyalty

July 6, 2012

Digital Solutions Cooperative Newsletter

Topics: Restaurants and Retail, Brand Loyalty

Keyword:

“As brand loyalty increases, consumers are less sensitive to price increases” and other findings from a SymphonyIRI report on brand loyalty.

 

The Marketing Measuring Stick

July 3, 2012

QSR Magazine

Topic: Restaurants and Retail

Keyword:

A positive ROI is obviously key, but don’t forget to outline a process that will help you meet your objectives.

 

How to Beat the Brand Extension Odds

June 20, 2012

OPEN Forum

Topic: Brand Extensions

Keyword:

Expanding a product line can make or break your business. Here are five things to consider before you take the plunge.

 

What You Can Learn from Lady Gaga

June 5, 2012

QSR Magazine

Topic: Restaurants and Retail

Keyword:

The pop star is a perfect model on how to turn your customers into brand evangelists.

 

A Smart Guide to Using Daily Deals

May 24, 2012

OPEN Forum

Topic: Brand Communication

Keyword:

Offering a daily deal can do your business more harm than good, but with a little planning, it can grow your brand.

 

5 Lessons From NBC’s ‘The Voice’ on How to Differentiate Your Brand

May 12, 2012

OPEN Forum

Topics: Brand Strategy, Marketing

Keyword:

To increase your brand differentiation, try these approaches, tested and used by the contenders on NBC’s The Voice.

 

Nine Criteria for Breakthrough Brand Experiences

May 8, 2012

Business Insider

Topics: Restaurants and Retail, Customer Experience

Keyword:

How new and interesting restaurant and retail concepts like Patagonia’s Tin Shed and Chipotle-inspired Pie-o-logy create breakthrough brand experiences

 

The Many Faces of Your Brand

May 1, 2012

QSR Magazine

Topic: Restaurants and Retail

Keyword:

Having two distinct customer demographics might expand your sales potential, but it also presents a challenge of marketing to two different bases.

 

What a Strong Brand Does for a Small Business

April 17, 2012

OPEN Forum

Topic: Small Businss

Keyword:

Small business owners should invest in it from the start to accelerate growth and make sustained success more likely.

 

Five P’s to a Priceless CE Retail Experience

April 5, 2012

CE Vision

Topic: Restaurants and Retail

Keyword:

Price isn’t the only factor that drives purchase — by leveraging other “P’s” to deliver a superior brand experience, you can diminish the importance of price and increase customers’ preference for your store.

 

Once Upon a Company

April 2, 2012

The upMover

Topic: Employee Engagement

Keyword:

Storytelling also can be a powerful internal tool, engaging, uniting, and aligning employees.

 

Make Your Ethnic Concept a Familiar Favorite

April 1, 2012

QSR Magazine

Topic: Restaurants and Retail

Keyword:

If you want to introduce your ethnic concept to burger-and-fries-loving Americans, try giving them something they’re familiar with.

 

3 Ways to Improve Local Marketing

March 1, 2012

QSR Magazine

Topic: Restaurants and Retail

Keyword:

For small concepts, diversifying local-store marketing efforts beyond fliers and handouts is the best way to secure new business.

 

The Brand Equation

February 14, 2012

OPEN Forum

Topics: Brand Communication, Brand Delivery, Culture

Keyword:

A brand isn’t a thing; it’s an equation:  Brand = Culture + Customer Experience + Communication

 

So You Want to Try a New Concept?

February 10, 2012

Leadership SmartBrief

Topics: Restaurants and Retail, Innovation

Keyword:

Three considerations in designing a new concept test that will ensure you get the most learning and value out of it.

 

The Super Bowl’s Intended Receivers

February 9, 2012

Customer Collective

Topic: Brand Communication

Keyword:

Some Super Bowl advertisers seemed clueless or at least very confused about who their intended receivers – i.e., target consumers – were.

 

Mutiny or Movement – It’s Your Choice

February 6, 2012

Uprising Movements

Topic: Employee Engagement

Keyword:

Business leaders need to make a serious commitment to engaging their employees — or suffer the consequences.

 

How to Keep ’Em Coming Back

February 1, 2012

QSR Magazine

Topics: Restaurants and Retail, Loyalty

Keyword:

Loyalty programs aren’t the only way to build repeat visits.

 

Crossing the Health & Fitness Tech Chasm

January 1, 2012

CE Vision

Topics: Digital Health, Health/Fitness/Wellness, Innovation

Keyword:

The challenge for health and fitness tech companies is to cross the chasm into broader relevance and appeal to the mainstream market.

 

Picking a Marketing Firm for Your Company

January 1, 2012

QSR Magazine

Topic: Restaurants and Retail

Keyword:

If your company is growing beyond its own marketing capabilities, hiring a marketing agency might be a smart move. Here’s what to look for.

 

The Road to Relevance with Charitable Giving

December 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Social Responsibility

Keyword:

Take your charitable activities—and your brand—to a whole new level.

 

Build Your Brand with a Cohesive Customer Experience

November 22, 2011

The Social Customer

Topics: Restaurants and Retail, Customer Experience

Keyword:

Build Your Brand with a Cohesive Customer Experience

November 22, 2011

The Social Customer

Topics: Restaurants and Retail, Customer Experience

Keyword:

A Customer Experience Architecture is a tool that retailers can use to optimize, prioritize, and unify all of their customer experiences.

 

Six Reasons Why Your Business Needs More Competition

November 21, 2011

Leadership SmartBrief

Topics: Business, Leadership

Keyword:

More competition increases consumer demand, builds up industry infrastructure, and produces other benefits.

 

Culture Isn’t Enough

November 15, 2011

The Social Customer

Topics: Customer Experience, Culture, Employee Engagement

Keyword:

Culture must be inextricably linked to customer experience in order for it to have real impact.

 

Two Target Markets for Restaurants

November 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Marketing

Keyword:

Increase your brand appeal by targeting two lucrative target segments: Millennials and moms.

 

What Life Stage is Your Brand in?

October 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Brand Strategy

Keyword:

Brand-building strategies change as a company progresses from the start-up phase to maturity.

 

Three Timeless Truths about Brand Loyalty

September 27, 2011

Grocery News Online

Topics: Restaurants and Retail, Brand Loyalty

Keyword:

Even though brand loyalty “ain’t what it used to be,” there are a few truths about brand loyalty which stand on their own and which stand the test of time.

 

Turn Your Logo Into An Icon

August 30, 2011

QSR Magazine

Topics: Restaurants and Retail, Brand Identity

Keyword:

A quick-serve brand’s logo can help it stand above competitors.

 

A Healthy Menu Is In the Eye of the Beholder

August 22, 2011

Restaurant SmartBrief

Topic: Restaurants and Retail

Keyword:

Because different consumers define healthy food in different ways, there are a range of opportunities for restaurants to improve the health perceptions of their offerings.

 

Building Loyalty to Your Health Club Requires Trust, Transparency and Thanks

August 8, 2011

Club Industry

Topics: Health/Fitness/Wellness, Marketing

Keyword:

Instead of expecting customers to be loyal, you must reward them with your loyalty and actively show that you value their business.

 

Experts Say Success Starts with Culture

August 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Culture, Leadership

Keyword:

From big restaurant companies to small, a strong corporate culture attracts customers, engages employees, and enables better decision-making.

 

Brands with Moats will Thrive

July 27, 2011

Sustainable Business Forum

Topics: Restaurants and Retail, Brand Value

Keyword:

Brands impact key drivers of financial performance including economic moats, profitability, and growth.

 

Decrease Your Deal-Dependence with Differentiation

July 20, 2011

Franchise Update Media Group

Topics: Restaurants and Retail, Brand Strategy

Keyword:

Differentiation is the best way for all businesses to address consumers’ new value mindset.  Here are three ways how restaurant and retail companies can differentiate.

 

It’s a Partnership, Not Charity

July 1, 2011

QSR Magazine

Topic: Restaurants and Retail

Keyword:

Partnering with other brands can strengthen your value proposition and introduce your own brand to new customers.

 

Operationalize Your Brand to Grow Your Business

June 30, 2011

Sustainable Business Forum

Topics: Restaurants and Retail, Brand Delivery, Business

Keyword:

To realize a brand’s full and sustainable potential, businesses must emphasize internal brand integration and activation in addition to communicating the brand’s image to consumers.  The brand should be used first and foremost as a tool to guide decision-making and drive action throughout the organization. In other words, the brand should be operationalized.

 

A Mobile Manifesto

June 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Customer Experience, Marketing

Keyword:

The popularity of smartphones is skyrocketing, and their importance as a marketing tool can’t be understated. Here’s how you can unlock the full potential of mobile to build your brand.

 

Food for Thought Yields Dividends for Greenville

May 15, 2011

The Greenville News

Topics: Business, Leadership

Keyword:

The Food for Thought Conference, produced by agency Erwin-Penland, taught me about love as a game changer for business leaders.

 

What Your Brand Can Learn from America’s Next Great Restaurant

May 3, 2011

QSR Magazine

Topic: Restaurants and Retail

Keyword:

A nine-week crash course on everything you wanted to know about opening your own restaurant chain, “America’s Next Great Restaurant” provided a viewers with the inside skinny on how to create a new fast-casual restaurant concept from the ground up.

 

You Have More Competition Than You Think

May 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Strategy

Keyword:

In addition to the quick serve down the street, there’s also the local grocery store, gas station, and even vending machine.

 

Leveraging “Like” into Loyalty

April 26, 2011

Franchise Update Media Group

Topics: Restaurants and Retail, Marketing, Social Media

Keyword:

Quality of engagement is a better measure of brand strength than quantity of followers.

 

A Digital Revolution in Health and Fitness Is Coming: How to Ride the Wave

April 7, 2011

CE Vision

Topics: Health/Fitness/Wellness, Innovation

Keyword:

At the intersection of health and fitness and technology lies the next digital revolution.  To ride the next wave, follow the lead of those who fueled the digital imaging revolution and institute these three innovation practices.

 

7 Things Aspiring Restaurateurs Can Learn from “America’s Next Great Restaurant”

April 5, 2011

Restaurant SmartBrief

Topic: Restaurants and Retail

Keyword:

NBC’s reality show “America’s Next Great Restaurant” teaches aspiring restaurateurs what it takes to open their own business.

 

Not In Kansas Anymore

April 4, 2011

Consensus Weekly: Retail & Consumer News

Topics: Restaurants and Retail, Social Media

Keyword:

The speakers at Innovate 2011, NRF’s annual marketing and innovation conference, made it clear every dimension of retail is undergoing a complete transformation.

 

How to Spot a Good (& Bad) Brand Extension

April 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Brand Extensions

Keyword:

Brand extensions can be a smart way to build excitement and drive traffic, but any extension that strays too far can be a costly mistake.

 

Trade (Show) Secrets for Retailers

March 24, 2011

Retailing Today

Topics: Restaurants and Retail, Customer Experience

Keyword:

Five tradeshow practices retailers can borrow to engage their customers on the retail floor.

 

Win the Name Game

March 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Brand Names

Keyword:

Selecting the right name is one of the most important decisions a brand has to make.

 

The Social Standards

February 1, 2011

QSR Magazine

Topics: Restaurants and Retail, Social Media

Keyword:

Despite what your intern and PR agency tell you, there are some brands that just aren’t cut out for social media.

 

Your 2011 Checklist

January 3, 2011

QSR Magazine

Topics: Restaurants and Retail, Brand Touchpoints, Consumer Research

Keyword:

Two New Years’ Resolutions for QSR operators:  invest in consumer research and image enhancements.

 

Give Your Customers a Break

December 1, 2010

QSR Magazine

Topics: Restaurants and Retail, Customer Experience, Customer Service

Keyword:

If quick serves don’t focus on being the highlight of their customer’s day, they’re at risk of undermining their brand image.

 

Your Club Experience Is Your Marketing

November 4, 2010

Club Industry

Topics: Health/Fitness/Wellness, Brand Experience, Employee Engagement

Keyword:

For health and fitness clubs, traditional sales and marketing tactics are becoming less important — and the club experience is emerging as the most powerful marketing tool.

 

The Price Is Complicated

November 1, 2010

QSR Magazine

Topics: Restaurants and Retail, Business

Keyword:

Pricing is not about one number. By determining your worth and building value perception around that, your pricing strategy can strengthen brand perception and differentiation.

 

Build Your Brand by Operationalizing It

October 26, 2010

MeNG

Topics: Brand Delivery, Business

Keyword:

Most brand-building initiatives skew toward externally-targeted when instead they should be directed toward operationalizing the brand internally.

 

Not Just a Punch Card

October 1, 2010

QSR Magazine

Topics: Brand Touchpoints, Marketing

Keyword:

Most quick serves don’t understand that building loyalty takes more than handing out punch cards and promotions.

 

Intelligent Design?

September 6, 2010

Consensus Weekly: Retail & Consumer News

Topics: Restaurants and Retail, Design

Keyword:

Design is growing in importance at retail, as evidenced by the appointment of a Chief Design Officer at Best Buy.

 

The Details Matter

September 1, 2010

QSR Magazine

Topics: Customer Experience, Brand Touchpoints

Keyword:

Improving your customer experience might be the most effective way to market your concept.

 

3 Tips from Food Trucks

August 1, 2010

QSR Magazine

Topics: Marketing, Social Media

Keyword:

The newest generation of food trucks should serve as a blueprint to quick-serve marketers on how they can attract customers.

 

M&A Brand Strategies

August 1, 2010

Mergers & Acquisitions

Topics: Brand Names, Business, Strategy

Keyword:

Getting the brand name right can help a transaction stay focused post close.

 

Bigger Isn’t Always Better

July 1, 2010

QSR Magazine

Topics: Customer Experience, Business, Strategy

Keyword:

Toyota was caught sacrificing quality for quantity, and its troubles should be a warning sign to quick serves looking to grow.

 

The Problem With Success

June 29, 2010

Brand-as-Business Brief

Topics: Business, Leadership

Keyword:

Why success might actually hinder organizations and how you can avoid “success syndrome.”

 

Marketing is Losing its Mojo

June 7, 2010

AdWeek

Topics: Marketing, Social Media

Keyword:

Social media and analytics are important tools for marketers, but they’re no substitute for big ideas.

 

Eye on the Prize

June 1, 2010

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Marketing

Keyword:

Targeting a specific consumer can help a brand streamline its product offerings, marketing efforts, and operations.

 

To Survive, the Fitness Industry Must Rethink Fitness

May 7, 2010

Club Industry

Topics: Health/Fitness/Wellness, Customer Experience, Business, Marketing

Keyword:

Fitness clubs must adopt a more consumer-centric approach in order to tap into a bigger growth market.

 

Don’t Be Short Sighted

May 1, 2010

Topics: Restaurants and Retail, Brand Touchpoints, Marketing

Keyword:

Giveaways and discounted prices are not necessarily the right promotions to build your brand for the long term.

 

That’s the CMO’s Job

April 1, 2010

QSR Magazine

Topics: Leadership, Marketing

Keyword:

The role of the chief marketing officer goes beyond simply advertising the brand.

 

Mastering the Game when Employees Use Social Media

April 1, 2010

Club Industry

Topics: Employee Engagement, Marketing, Social Media

Keyword:

Providing social media guidelines to your employees is a defensive tactic that will help you protect your brand while brand guidelines—your offense—will help you promote it.

 

Operationalizing Brands with New Technologies

February 1, 2010

Interactions

Topics: Brand Delivery, Social Media

Keyword:

New technologies can play as much of a role in operationalizing a brand as they do in expressing it.

 

How to Brand the New Value Equation

January 15, 2010

QSR Magazine

Topics: Brand Touchpoints, Marketing

Keyword:

By linking price to key brand differentiators, Sonic and other companies can present a value equation that makes saving money part of a remarkable brand experience.

 

Three New Year’s Resolutions for Retailers

January 11, 2010

Chain Store Age

Topics: Restaurants and Retail, Customer Experience, Customer Service

Keyword:

Three recommendations for retailers that will produce positive results not only in 2010 but for many years to come.

 

Play Defense And Offense

January 4, 2010

Marketing Daily

Topics: Employee Engagement, Marketing, Social Media

Keyword:

To take full advantage of the brand-building opportunities in social media and networking, companies need to play more Offense.

 

Biz 101: Strategies for a Faster, Stronger Economic Recovery

December 12, 2009

SNews

Topics: Health/Fitness/Wellness, Business, Strategy

Keyword:

Four specific actions you can take now to speed your recovery, based on the R.I.C.E. injury treatment method.

 

What’s Holding Arby’s Back?

November 16, 2009

QSR Magazine

Topics: Restaurants and Retail, Brand Communication, Brand Identity

Keyword:

Arby’s, the venerable roast beef fast food chain, seems to lack a distinctive, compelling platform for its brand.

 

A Club is a Club… Unless It’s Ours

October 27, 2009

Fitness XP Journal

Topics: Health/Fitness/Wellness, Customer Experience, Marketing

Keyword:

Brand-building depends on consistently delivering a differentiated customer experience.

 

Differentiate Your Way to Success

October 8, 2009

Club Industry

Topics: Health/Fitness/Wellness, Business, Marketing, Strategy

Keyword:

Differentiation is the key to success in today’s resource-constrained, highly competitive business environment — here are 3 ways to differentiate your business.

 

Keeping a Perspective on Branding

October 2, 2009

Brand Channel

Topics: Brand Delivery, Brand Identity, Business

Keyword:

Why branding may be dead, but brands can—and must be—stronger than ever.

 

Business Reset Button

September 8, 2009

Brand-as-Business Brief

Topics: Business, Leadership, Strategy

Keyword:

It’s time to hit the reset button. Business leaders need a new management strategy and fresh ideas. Introducing brand as business, the management approach to re-ignite your business.

 

Match Brand Identity and Guest Experience to Maximize Ad Dollars

August 10, 2009

Nation's Restaurant News

Topics: Restaurants and Retail, Customer Experience, Brand Communication, Employee Engagement, Marketing

Keyword:

Recommendations for closing the gap between the aspirational vision in your advertising and the actual customer experience at your restaurant.

 

How to Defeat McDonald’s

August 1, 2009

QSR Magazine

Topics: Restaurants and Retail, Business, Marketing, Strategy

Keyword:

Fast food restaurants should also be on the lookout for opportunities to rise above the fray, dominate their challengers, and solidify a sustainable victory.

 

Combat the Recession With a Retail Renaissance

July 16, 2009

Chain Store Age

Topics: Restaurants and Retail, Customer Experience, Marketing

Keyword:

Instead of tinkering with tactics that generate limited impact, here are three recommendations for a full-in retail revival.

 

Three Questions That Drive Successful Brand Extensions

May 22, 2009

Media Post

Topic: Brand Extensions

Keyword:

The why, what, and how behind recent brand extension success stories.

 

Notes on a Crisis

May 10, 2009

MediaWeek

Topics: Restaurants and Retail, Business, Leadership

Keyword:

What Domino’s and other brands under stress can do to revive and thrive, post catastrophe.

 

Build Your Brand Without Breaking Your Budget

May 1, 2009

American Management Association

Topics: Brand Delivery, Business, Marketing

Keyword:

The best way to increase the power of your brand is to improve your company’s fundamentals. Five effective, yet thrifty, ways to build your brand in a tough economy.

 

Gaining the Competitive Edge

April 28, 2009

Presentation

Topics: Brand Delivery, Business, Employee Engagement

Keyword:

Presentation from The Marketing Forum, an invitation-only conference for senior-level marketers, introducing the “brand as business” management approach — employ a brand perspective and brand-based tools throughout everything your company does.

 

Close the Gap Between What You Say and What You Do

April 1, 2009

American Management Association

Topics: Brand Delivery, Business

Keyword:

Close the gap between what you say and what you do in order to leverage the full value of your brand.

 

Proceed with Caution: Use Social Media Carefully to Listen to Consumers

April 1, 2009

CMO Council's Marketing Magnified

Topics: Consumer Research, Social Media

Keyword:

Three suggestions for how to mitigate the risks involved in using social media for consumer input.

 

Why Retailers Need to Get Back to Basics

February 23, 2009

Advertising Age

Topics: Restaurants and Retail, Customer Experience, Customer Service

Keyword:

The current demise of many retailers has been mostly their own doing. Many, it seems, have tossed aside the fundamentals of running a retail business in favor of gimmicks and promotions.

 

Why We Need Starbucks to Succeed

February 2, 2009

Brand-as-Business Brief

Topics: Restaurants and Retail, Business, Innovation

Keyword:

Starbucks continues to struggle and many in the quick-serve restaurant (QSR) business may be quietly celebrating the problems of the former industry darling — but Starbucks benefits the QSR category in ways that cut to the core of business.

 

We’re Just Like You. Not.

October 13, 2008

Business Week

Topic: Brand Communication

Keyword:

A critique of Lucky Jeans’ “Lucky Few” campaign, breaking down the misfires and missed opportunities of this unfortunate effort.

 

Using Internet Technologies to Operationalize Your Brand

September 25, 2008

Presentation

Topics: Brand Delivery, Employee Engagement, Social Media

Keyword:

Presentation at the Digital Symposium describing how Internet technology-enabled brand strategies optimize brands externally and how internal brand alignment and integration efforts are made possible by new technologies.

 

The Brand Ultimatum

August 1, 2008

Topics: Brand Extensions, Marketing

Keyword:

A credible and compelling brand extension is driven by a deep brand identity – an identity whose associations are profound and multi-layered.

 

A Big, Green, Reluctant Hug for Retailing’s 800-lb. Gorilla

May 5, 2008

Brandweek

Topics: Business, Marketing

Keyword:

An appraisal of Wal-Mart’s Green campaign, including lessons for all marketers seeking to be a part of the green movement in a meaningful and authentic way.

 

Motivate Staff With Messages That Target Them

April 14, 2008

Advertising Age

Topics: Brand Communication, Business, Employee Engagement

Keyword:

The same strategy, medium, and message that motivate employees do not necessarily motivate customers — and vice versa.

 

What Consumers Think When They Think About Health and Wellness

April 1, 2008

CMO Council's Marketing Magnified

Topics: Health/Fitness/Wellness, Consumer Research, Marketing

Keyword:

Marketers must understand and navigate through the numerous and widely-differing health and wellness mindsets among consumers.

 

Under Armour’s Super Bowl Spot: Internal Rallying Cry Does Not an Ad Make

March 1, 2008

Presentation

Topics: Health/Fitness/Wellness, Brand Communication, Employee Engagement, Marketing

Keyword:

An instructive assessment of Under Armour’s Super Bowl spot – one based on the strategy behind the execution.

 

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