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:


Stop Saying Your Company Is Like A Family

November 5, 2019


Topics: Corporate Culture, Culture, Employee Engagement, Leadership

Keywords: employee engagement, corporate culture, organizational culture, workplace culture, leadership style, company is like family, family-like culture, employer employee contract

If you think about or treat your employees like family, you’re probably doing more harm than good.

Is Branding Important in the Flooring Sector?

November 4, 2019

Floor Covering Weekly

Topics: Corporate Culture, Brand Communication, Brand Delivery, Brand Experience, Brand Touchpoints, Business, Culture, Customer Service, Employee Engagement, Marketing

Keywords: brand-building, Denise Lee Yohn at DOMOTEX, Denise Lee Yohn in Floor Covering Weekly, branding importance

It is essential to create an emotional connection with your customers. This principle applies whether you are a retailer (looking to create a comfortable shopping environment) or a manufacturer (looking to establish trusting relationships with buyers).

5 Criteria of a Breakthrough Brand Name

October 8, 2019


Topics: Brand Communication, Brand Names, Business, Marketing

Keywords: branding, Denise Lee Yohn video, brand name, Smartbrief on Brand Leadership, naming, Smartblog on branding

How do you choose a breakthrough brand name? Don’t simply pick a name that you like or just go with your gut. The decision is too important to be made subjectively or left up to chance. Learn in this video the five criteria you should use to select a name for your brand.

The One Customer Experience Management Tool That Every CX Leader Must Use

October 1, 2019


Topics: Customer Experience, Brand Experience, Business, Leadership

Keywords: customer experience management, customer experience leadership, CX strategy, CX leadership, CX Maturity Model, CX competency

The one customer experience management (CEM) tool that every CX leader must use is a CX Maturity Model, a framework that identifies the different areas of development that CX requires, along with key milestones in each area.

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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?

Take Assessment

Slideshows & Presentations:

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

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