Here are Denise’s latest articles.  Select “See All” to access a complete library of her writings, searchable by topic, publication, and date.


Apple’s Most Innovative Product Isn’t A Product At All

October 5, 2016


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

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

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

Stop Selling; Start Evangelizing

September 14, 2016


Topics: Business, Marketing, Sales

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


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).

ZICO Coconut Water Founder Thinks Business Should Aspire Higher

August 24, 2016


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

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

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.

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Newsletters: Brand-as-Business Briefs:

These are Denise’s most recent e-newsletters.  The full archive is available by selecting “See All.”


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