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The audio book version of FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies is now available!  Now you can listen to stories, anecdotes, examples, and case studies about 59 organization and learn about how to achieve brand-culture fusion, the full integration and alignment of external brand identity and internal organizational culture.*  Here’s […]

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It’s launch day for my new book, FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies!!   Get your copy here. Check out this introduction: […]

Looking for some inspiration about creating extraordinary experiences?  Need some insights on great retail customer experiences?  Check out this new slideshow, featuring the Top 10 Quotes from my new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Top 10 Quotes from Extraordinary Experiences from Denise Yohn My new book Extraordinary Experiences profiles seven […]

2015_BrandZ_Top100_Report summary

Brands continue to grow in value, according to the analyses in Millward Brown‘s most recent BrandZ Top 100 Most Valuable Global Brands report. Although I maintain my previously-expressed concerns with all brand valuation methodology — whether it is Interbrand’s Best Global Brands, BrandFinance Global 500, or Millward Brown’s BrandZ — the dollar values they report are […]

V22 say no used
10.27.14

Just Say No

From What Great Brands Do:  To be great, you need to say no.   I thought of this insight when I read a recent Businessweek article by Lindsay Rupp, “J. Crew CEO Drexler Says Retailer Will Sit Out Athletic Trend.”  J. Crew Group Inc. Chief Executive Officer Mickey Drexler is quoted as explaining the decision, “Where we thought […]

V13 personal dialogue

From What Great Brands Do:  Emotional brand-building requires you to develop a personal dialogue with your customers on the issues that are most meaningful to them. Remember, when connecting with customers, it’s WIFM — what’s in it for me (the customer)?! other #WGBD quotes: you have nothing worth communicating what business are we really in? […]

avoid selling products

Yep, you read that right.  Great brands actually avoid selling products.  Great brands know that people make purchase decisions based on how products make them feel or the identities products help them experience or express — so they seek to create emotional connections with people and use product features as mere support for that emotional […]