Here are Denise’s latest articles. Select “See All” to access a complete library of her writings, searchable by topic, publication, and date.
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.
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.
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).
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.
Newsletters: Brand-as-Business Briefs:
These are Denise’s most recent e-newsletters. The full archive is available by selecting “See All.”
- San Francisco, Here I Come
- Apple’s Big Announcement
- Olympics Advertisers Are Wasting Their Sponsorship Dollars
- How to Conduct a Brand Diagnostic
- The World’s Most Valuable Brands