Articles:
Here are Denise’s latest articles. Select “See All” to access a complete library of her writings, searchable by topic, publication, and date.
What Does “Most Valuable Brand” Really Mean?
February 11, 2020
Smartbrief
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
Forbes
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
Smartbrief
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.
Newsletters: Brand Leadership Briefs:
These are Denise’s most recent e-newsletters. The full archive is available by selecting “See All.”