Welcome to the new video series, “How to Build a Breakthrough Brand.” These 10 short sessions – each comprised of a 3-4 minute video and downloadable worksheet — are designed to introduce you to the fundamentals of brand-building. […]
brand strategy
One thing’s for certain in retail today – it’s a brand new world. The old way of doing things just isn’t going to cut it. To be ready for newly empowered customers and further increases in costs, we need to think about – and operate – our businesses differently. […]
Today is the kick-off of my new video series, “How to Build a Breakthrough Brand.” In 10 sessions, you’ll learn the fundamentals of brand-building — from assessing your current brand performance to developing a new brand platform to engaging your stakeholders in delivering your brand. […]
08.14.12
It’s All Relative
brand-as-business bit: This week’s BusinessWeek features a story outlining Campbell’s strategy to stem the tide of declining soup sales. The venerable firm is introducing Go! Soup, a “ready-to-eat meals line coming this month in varieties that include chorizo, pulled chicken with black beans, and golden lentils with madras curry.” One commentator expressed his skepticism about […]
06.25.12
Beat the Brand Extension Odds
brand-as-business bit: What did the most successful food and beverage consumer packaged goods brands introduced in 2011 have in common? According to the New Product Pacesetters Top 10 Food and Beverage Brands report, they were all brand extensions like M&M’S Pretzel and Kellogg’s Special K Cracker Chips. But not all brand extensions are as impactful. In fact, the brand extension […]
06.20.12
Whose Brand Are Customers Loyal To?
The question of brand loyalty sits right in the middle of the tug of war between retailers and manufacturers. Are customers loyal to a retailer because of the brands it carries or because of the retail store itself? Said another way – will a customer patronize any retailer that carries the brands she’s looking for, […]
04.27.11
competitive brand positioning
At last week’s MINDBODY University, I had the opportunity to teach business leaders how to increase their competitive advantage. Although the seminar was attended by business owners in the health, fitness, and wellness industries, the principles we covered are instructive to most all businesspeople and so I thought I’d share them here. The core of […]
DLYohn America’s Next Great Restaurant 04.17.11 Episode 7 Recap from Denise Lee Yohn on Vimeo. other recaps of america’s next great restaurant show: how attention to detail can make or break a business — episode 6 recap why the adage “the customer is always right” isn’t always right — episode 5 recap 3 keys to […]
Last week I started a mini-series inspired by Jim Collins, who spoke at the World Business Forum for which I had been invited to guest-blog (see my recap post of the Forum, the best bits from the speakers, and my souvenir photo of the Bloggers Hub). My last post relayed nuggets of wisdom Collins’ has […]
I’ve finally gotten around to reading “The Opposite of Fate: A Book of Musings,” a book released quite awhile ago by Amy Tan, the author of best-selling novels like The Joy Luck Club and The Kitchen God’s Wife. Like all of her other writings, this book has been a delight to devour. Not only has […]