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:


Why The Corporate Valuations Of Rent The Runway, Airbnb And Lyft May Be Completely Wrong

April 3, 2019


Topics: Brand Value, Business

Keywords: Peter Fader, brand valuation, customer-based corporate valuation, customer equity valuation, Rent The Runway valuation, Lyft IPO, Sarah Toms, Wharton Interactive, Wharton Digital Press, The Customer Centricity Playbook: Implement a Winning Strategy Driven By Customer Lifetime Value, customer lifetime value, Uber IPO, Slack IPO, Pinterest IPO, Peloton IPO, WeWork IPO, unicorn IPOs, unicorn valuations

The recent round of funding raised by Rent the Runway values the apparel rental company at $1 billion.  Airbnb’s most recent internal valuation conducted in preparation for its IPO is around $38 billion.  And Lyft’s IPO last week valued that company around $20 billion.  But according to a couple of folks from Wharton business school, these corporate valuations may be completely wrong.

Spark Customer Experience Innovation With These Three Strategies

March 5, 2019


Topics: Customer Experience, Corporate Culture, Business, Customer Service, Innovation

Keywords: customer experience culture, Kirsty Traill, CX innovation, customer experience innovation, customer experience strategies, CX innovation lab, Neiman-Marcus iLab, Neiman-Marcus CX innovation, Canadian Tire garages, Canadian Tire innovation lab, MultiChoice #ninetynine, MultiChoice innovation, Clint Payne, Hootsuite CX innovation, Hootsuite Owl2Owl, Bose CX innovation, Bose CX bootcamp, O2 CX innovation, O2 customer led

CX innovation must be a deliberate, distinct, disciplined effort.

Why Great Innovation Needs Great Marketing

February 20, 2019

Harvard Business Review

Topics: Business, Innovation, Marketing

Keywords: Denise Lee Yohn, marketing vs. innovation, marketing strategy, marketing trends, innovation trends, Keurig K cup case study, Google glass failure, Harvard Business Review innovation, Harvard Business Review marketing

Ideas don’t sell themselves.

Three Mistakes Gillette Made That Super Bowl Advertisers Should Avoid

January 29, 2019


Topics: Brand Communication, Marketing

Keywords: advertising strategy, Super Bowl advertisers, Gillette ad, Super Bowl ad strategy

Super Bowl advertisers that don’t want to waste their $5+ million investment should learn from the backlash to Gillette’s recent “The Best A Man Can Be” ad.

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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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