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 Is the Purpose of Purpose?

October 15, 2022


Topics: Business, Culture, Leadership

Keywords: business purpose, organizational purpose, corporate purpose, purpose statements, the purpose of purpose, Denise Lee Yohn in SHRM

How can you help your organization transform its purpose from incidental to instrumental? Consider three questions:

  • What kind of purpose do we need?
  • Who are our most important purpose stakeholders?
  • How will we measure the impact of our purpose?

Lead With Love

October 11, 2022


Topics: Business, Employee Engagement, Leadership

Keywords: employee engagement, leadership, Denise Lee Yohn on Smartbrief, Trust, Employee Well-Being, leadership love, lead with love

Love is a key leadership quality today.

Prepare Your Culture for a Recession

August 9, 2022


Topics: Brand Delivery, Culture, Employee Engagement, Leadership

Keywords: culture, brand leadership, customer intimacy, brand culture alignment, FUSION, recession strategies, Recession, Recession 2022

Building brand-culture alignment and a culture of customer intimacy are key to a recession-proof culture

Boost Return to Office With Brand-Led Office Design

July 12, 2022


Topics: Corporate Culture, Brand Touchpoints, Culture, Design, Employee Engagement

Keywords: employee engagement, employee experience, Hybrid work, remote work, RTO, Return To Office, Office Design, brand-led office design, corporate real estate

Employers struggling with Return to Office (RTO) might want to consider brand-led office design and the role of brand in employee experience.

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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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Smartbrief on Brand Leadership:

Series of videos for Smartbrief on Leadership, a curated collection of innovative ideas and hard-to-find leadership content.

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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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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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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?

Take Assessment

Slideshows & Presentations:

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

See Decks