Through the years, Denise Lee Yohn has had the privilege of working on some of the world’s greatest brands and studying many others. She shares her insights, observations, and ideas about brands, businesses, and the people who work on them in articles, newsletters, videos, presentations, and more.

To Read:


What Does “Most Valuable Brand” Really Mean?

February 11, 2020


Topics: Brand Value, Business, Leadership, Strategy

Keywords: brand valuation, brand equity, brand value, brand finance, interbrand, brandz, smartbrief on leadership

What does brand valuation really mean?  Is it important?  And if so, how can you calculate how much your brand is worth?

Clay Christensen’s Jobs To Be Done Innovation Theory Challenges Common Innovation And Marketing Methods

February 6, 2020


Topics: Business, Design, Innovation, Marketing, Strategy

Keywords: Clay Christensen, Jobs to Be Done, innovation theory, innovation strategy, innovation framework, personas, use cases, MVP, new product development, marketing innovations

Clay Christensen’s “jobs to be done” theory of innovation presents an approach to how companies introduce successful new products and services that remains counter-intuitive—and relevant—today.

Use Your Brand When Making a Change

January 14, 2020


Topics: Brand Delivery, Business, Culture, Employee Engagement, Leadership, Strategy

Keywords: brand strategy, employee engagement, brand engagement, leadership, strategy, business transformation, strategic change, purpose, change management

Your brand is more than your name, message or image — it’s the purpose, values and attributes that define your unique identity. Use it as a powerful tool for running your business, especially when you’re considering changes.

Build a Culture to Match Your Brand

December 17, 2019

Harvard Business Review

Topics: Corporate Culture, Brand Delivery, Brand Experience, Business, Culture

Keywords: brand strategy, corporate culture, brand culture, brand positioning, Denise Lee Yohn in Harvard Business Review, organizational culture, brand types, culture design

If you want to produce the kinds of specific outcomes that will allow you to differentiate your company, you need to define a unique culture that cultivates the necessary kinds of employee attitudes and behaviors.

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Newsletters: Brand-as-Business Briefs:

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To Watch:

Keynotes & Presentations:

A sample of prior speaking engagements.

Denise has been inspiring and teaching business leaders how to build their brands and develop exceptional organizations for over 25 years. From international conferences to CEO peer groups to corporate meetings, Denise shows her audiences how to compete and win.

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Brand Experience Briefs:

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

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Brand Assessment:

Are you doing what great brands do? Take this 10 question brand asessment. One 60-second video takes you through each question.  Take the assessment & view your results online here.

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To Engage:

These tools and content provide a deeper dive into the brand-as-business management approach.

Brand-as-Business Assessment

Does your organization practice the brand-as-business management approach?

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Slideshows & Presentations:

Denise’s presentation decks and slideshows includes notes and quotes from conferences and books and other valuable insights.

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