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:


Get Started With a Minimum Viable Brand

March 10, 2020


Topics: Brand Communication, Brand Delivery, Brand Strategy, Business, Marketing, Small Businss

Keywords: brand strategy, small business brand strategy, brand platform, start-up branding, start-up brand strategy, minimum viable brand, MVB, minimum viable product, entrepreneur brand strategy

A minimum viable brand puts the pieces of your brand in place that provide brand clarity and focus — and leaves the rest of your brand elements until after you’re in the market for awhile and have the resources, feedback and market insights to inform them.

Three Things Small Businesses Should Do To Get Unstuck And Scale

March 3, 2020


Topics: Business, Innovation, Leadership, Small Businss

Keywords: small business growth, start-up growth, how to scale, post start up strategies, TrueSpace, Gallup research, The Five Conditions Assessment, how to grow, entrepreneurs, Charles Fred

A new report from research and consulting firm TrueSpace and Gallup says growth-minded small businesses should narrow their prospects, create predictability in their performance, and seek greater consistency in their offerings.

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.

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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?

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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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