Explore these must-read articles and other popular content from Denise.

Keynote Speaker on Brand-Building: Denise Lee Yohn

Denise Lee Yohn is the go-to expert on brand-building for national media outlets, an in-demand speaker and consultant, and an influential writer.  She is the author of the bestselling book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (Jossey-Bass).

7 Steps to Deliver Better Customer Experiences

February 3, 2015

Harvard Business Review

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

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

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

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

September 14, 2016


Topics: Brand Strategy, Business, Small Businss

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

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).

The Best Salespeople Do What the Best Brands Do

August 15, 2016

Harvard Business Review

Topics: Business, Leadership, Sales

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

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

Preview of “Extraordinary Experiences” Introduction

Denise reads a brief excerpt from the introductory chapter of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn how great brands earn customer love and loyalty by creatively designing and consistently delivering great experiences.

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

February 21, 2014


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

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

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

What Is Customer Experience? Denise Lee Yohn on #HBRLive

Preview of brand expert Denise Lee Yohn and Harvard Business Review editor Curt Nickisch discussing “What Is Customer Experience?” #HBRLive