Denise Lee Yohn

Scale-up Your Brand — Start with a Brand Diagnostic

Breaking up may be the hardest thing to do in relationships,* but scaling up may be the hardest thing to do in business. Something like nine out of 10 start-ups fail. 

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Design Your Brand Touchpoints

A brand touchpoint is any way a person in the marketplace interacts with your brand - so practically every brand has hundreds of touchpoints and each plays a role in shaping brand perception. So we must consider brand touchpoint design and management critical to building a strong, valuable brand.

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Brand Evolution Problems

This month’s round-up of articles I’ve read focuses on brand evolution problems. Companies usually need to evolve in order to remain relevant to changing customers and to continue to grow. But many have difficulty figuring out how to do so or adapting their organizations.

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Customer Service Ain’t What It Used To Be

In preparing for a talk to a group of customer contact center managers, I’ve come to the conclusion that customer service ain’t what it used to be. There is a brand of new customer service in play today.

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Brand Book Bites from Hug Your Haters

The book: Hug Your Haters: How to Embrace Complaints and Keep Your Customers, a vital resource for leveraging customer service as marketing

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Employee Engagement Drives Customer Engagement

It seems obvious:  employee engagement drives customer engagement. If you treat your employees well, they’re more likely to create great customer experiences. But while this truth may be obvious, how to achieve it may not be. How do you engage your employees? What does excellent employee engagement look like? I found a lot of helpful answers to these questions in my readings this past month.

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Designing Brilliant Customer Experiences in the Sharing Economy

Companies like Airbnb and Uber seem to have less control over customer experience and seem to be managing multiple stakeholders whose interests are sometimes at odds. How does that impact the way you design customer experience?

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Don’t Settle for Being an “-er Brand”

I originally wrote this piece for the Harvard Business Review. It was published on HRB.org on March 28, 2014.

As a member of a start-up advisory program, I regularly hear pitches from aspiring technology entrepreneurs. My job is to sort out the companies with potential from those that need to go back to the drawing board. One way I do this is to use what I call the “-er brand” filter.

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Back to Brand Basics

Given all the new media options and technology capabilities today, it’s easy to forget the essential truths about brands. I read several reminders this past month about getting back to brand basics.

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Extraordinary Experiences Interview with Sally Smith, CEO of Buffalo Wild Wings

Here’s an interview with Sally Smith, CEO of Buffalo Wild Wings, the casual dining restaurant chain.

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