Brand Experience Briefs capture insights and analysis from Denise’s audits of new and interesting retail and restaurant concepts.

brand experience brief: Carl’s Jr. sports-themed restaurant

The West-Coast burger chain, Carl’s Jr. opened a new sports-themed location. In this Brand Experience Brief, you’ll see the concept has good potential but hasn’t quite become a breakthrough experience yet.

brand experience brief: CityTarget

Target is experimenting with a new store format, CityTarget.  The effort is intended to reach more Americans, and their money, who have been leaving the suburbs for the city.   Check out all that’s great — and a couple of things that aren’t — about the CityTarget in downtown Chicago in this video briefing:

brand experience brief: Costco

You might think you know Costco but Denise Lee Yohn shows you the unique customer strategy behind its popularity.

brand experience brief: Dannon and Chobani

The Yogurt Culture Co. by Dannon and the Chobani store show two different ways to bring two different packaged foods brands to life in a retail store.

brand experience brief: Downtown Project in Las Vegas

A look at Downtown Project, the movement to revitalize downtown Las Vegas originally funded by Tony Hsieh the CEO of Zappos, as a brand.

brand experience brief: Evolution Fresh

Evolution Fresh, a juice-based restaurant concept from Starbucks, provides valuable lessons in how to design your customer experience to take a niche product mainstream.

brand experience brief: Fresh 2 Order

Fresh 2 Order is a fast casual restaurant concept that seems to have a good thing going but lacks design excellence and coherence.

brand experience brief: Gap Redesign

In “A Humbled Gap Tries a Fresh Coat of Pep,” New York Times journalist Stephanie Clifford reports on the venerable retail chain’s efforts to revitalize its brand.  Key to the company’s strategy is a new store design, with the first iteration recently unveiled at the Grove center in Los Angeles.  Check out my video comparing that store redesign to an “old” Gap and learn how the changes are good, but more clarity, creativity, and cohesiveness are needed.