Trick or treat?! Definitely a treat for brand-builders and business leaders — enjoy all my best October content right here! REI to Close on Black Friday and Live by Its Brand Values — byline on Fierce Retail on how REI is putting its brand purpose and values at the center of its business and operations […]
Costco customer experience
10.27.15
Brand Experience Brief: Costco
Here’s a video audit and analysis of Costco. You might think you know this brand but I’m going to show you the unique customer strategy behind its popularity. DLYohn Brand Experience Brief: Costco from Denise Lee Yohn on Vimeo. Costco is one of the seven brands I profile in my new book, Extraordinary Experiences: What […]
06.03.13
Costco vs Tiffany
brand-as-business bit: The power of distinctive brand positionings jumped off the page of a recent BusinessWeek write-up about Costco getting sued by Tiffany & Co. for selling “Tiffany” diamond engagement rings. The article suggested Costco customers are pragmatic and deal-driven (“People who can spend [$40,000] on a piece of jewelry aren’t usually the sort to accessorize at Costco. Yet […]