Series of videos for Smartbrief on Leadership, a curated collection of innovative ideas and hard-to-find leadership content.

Should You Rebrand?

Brand leadership expert Denise Lee Yohn explains the three reasons why you should rebrand — and how you should prepare for a rebranding.

How Do You Make Customers Feel?

Making an emotional connection with customers increases sales, margin, and loyalty. Learn how to use emotion to appeal to your customers in this new video from brand leadership expert, Denise Lee Yohn.

Does a Brand Extension Make Sense?

Brand leadership expert Denise Lee Yohn lays out the pros and cons of brand extensions in this new video for Smartbrief.

What Does “World’s Most Valuable Brand” Mean?

n this new Smartbrief on Leadership video, brand leadership expert Denise Lee Yohn explains what brand valuation is and why it’s important.

Start-Up With a Minimum Viable Brand

Brand leadership expert Denise Lee Yohn explains how to use a Minimum Viable Brand (MVB), borrowed from the Minimum Viable Product concept, to ensure your offering is positioned so that its differentiation and value is clear to customers.

Customer Experience Excellence Starts with a Customer Mindset

How do you achieve CX excellence? In this Brand Leadership episode, Denise Lee Yohn explains five steps to CX excellence — starting with adopting a customer mindset.

Does Your Brand Measure Up?

Brand leadership expert Denise Lee Yohn shares five dimensions of brand power.

Customer Centricity

Brand leadership expert Denise Lee Yohn explains what customer centricity really means and how to cultivate a customer-centric organizational culture.