Denise Lee Yohn

What Is a Brand

When people ask me to define “brand,” I say, “A brand is what you do and how you do it.”  This might not be the most common definition of what a brand is, but the one I use because it’s shorthand for the business school definition of a brand:  a product or service’s value that is delivered to its customers, and the way of doing business that is the basis of a company’s relationships with stakeholders.  This definition of a brand also captures the action orientation to brand-building – and it implies the tight connection between brand and business.
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Does Your Culture Support Your Brand Aspiration?

Early results from the Brand-Culture Fusion Assessment show that the workplace culture at many organizations isn’t aligned with their desired brand identities.  In other words, many companies aspire to be perceived a certain way, but the way they operate doesn’t support that aspiration.

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Brand and Culture Are Misaligned at Most Companies

In my new book FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies, I explain that brand-culture fusion — the full integration and alignment of external brand identity and internal organizational culture — explains the success of the world’s greatest companies including the ones we’ve admired for years such as Southwest Airlines and Starbucks as well as the ones that have broken through more recently including Amazon and Airbnb.  But initial results from the
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Fuse Customer Experience and Employee Experience to Drive Your Growth

If you want to know which comes first,  employees or customers, Donna Morris will answer “both.”  As the EVP of Customer and Employee Experience at Adobe Systems, Morris spearheads efforts to attract, engage, and develop employees and customers.  Moreover, these efforts are well-integrated and aligned.  In a recent interview, Morris outlined for me some of the primary ways she fuses together customer experience (CX) and e

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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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