Here’s a video audit and analysis of Costco.  You might think you know this brand but I’m going to show you the unique customer strategy behind its popularity. DLYohn Brand Experience Brief: Costco from Denise Lee Yohn on Vimeo. Costco is one of the seven brands I profile in my new book, Extraordinary Experiences: What […]

(Credit: Boundless.com)

I recently wrote an article for OPENfor.business entitled, “Are You Making Excuses for Not Building Your Brand or Are You Embracing Its Potential?”  In it, I explained that some CEOs try to explain why brand-building isn’t relevant or possible for them by claiming “Our situation is different.”  But the unique challenges they think face are, more […]

Car Wallpaper at Dieselstation.com

“Brazen.” “Provocative.” “Exuberant.”  What automotive brand comes to mind when you hear those words?  BMW?  Audi?  Maybe even Porsche?  Certainly not Mercedes – and yet, that’s exactly how New York Times reporter John Pearley Huffman described Mercedes’ newest release, the CLA250. Now, I’m not a car gal so I can’t tell you if Huffman’s review […]