Success today comes from not only knowing who your customers are, but also why they buy. It’s not enough to know your customers’ demographics (e.g., adults aged18-54) and category behaviors (what they currently buy, what products/brands they use). Even knowing your customers’ economic value (e.g., customers who spend $500+ in our category, companies that have […]
brand-as-business bit: Much has already been said about the letter that JC Penney‘s CEO Ron Johnson recently sent to customers (see below), but I wanted to shine a spotlight on the closing line where he asks for feedback. See my latest OPEN Forum column on why I think this was only a goodwill gesture, not a […]
brand-as-business bit: Businessweek’s piece on Lego‘s attempts to crack the girl code describes how the company used anthropological research methods to understand its users: “You could say a worn-out sneaker saved Lego. ‘We asked an 11-year-old German boy, ‘what is your favorite possession?’ And he pointed to his shoes. But it wasn’t the brand of […]
(The following is the first in a two-part blog-exchange on brand decision-making. It is written by Joel Rubinson, the President and Founder of Rubinson Partners, Inc., a marketing and research consultancy, and former Chief Research Officer at The ARF. Having met Joel years ago, I find he always inspires and challenges me with his insights […]
David Aaker, author, brand guru, Vice Chairman of the brand consulting firm Prophet, and professor emeritus at Berkeley’s business school, joins me for a provocative interview on the state of brands today. Providing color and context for his latest book, Brand Relevance: Making Competitors Irrelevant, Dave explains: why the only way for brands to win is to […]
Planning-ness convenes next month. It’s an inspiring time for advertising agency account planners to learn new tools, discover new ideas, and connect with like-minded folks. […]
DLYohn America’s Next Great Restaurant 04.03.11 Episode 5 Recap from Denise Lee Yohn on Vimeo. also see: episode 4 recap: 3 keys to a successful fast casual restaurant episode 3 recap: what makes a great brand slogan intro to the show […]
My husband, usually a calm, mild-mannered man, recently experienced something which left him completely frazzled and frustrated – he went to the grocery store. Usually I’m the family food shopper but thanks to a surgery I had on one of my feet, Chris had to take over some of the domestic duties for awhile. And, […]
I’m working on two big and juicy brand repositioning projects. While both involve quite significant departures from the companies’ current strategies and it’s still pretty early on in the projects, it’s likely one is going to be successful and the other, not, or at least less so. I thought the reason for the difference between […]