Denise Lee Yohn

Brand Book Bites: Absolute Value

The book:  Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information – a provocative read about the new context of marketing today

The brains:  Emanuel Rosen (author of The Anatomy of Buzz) and Itamar Simonson (a marketing professor at Stanford University’s Graduate School of Business) – a strong combination of a marketing practitioner and a academic researcher

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What Women Want from Digital Technology

Earlier this year, I was interviewed about what women want from digital technology. (Thanks to Robin Raskin, Maria Bailey, and the team at MommyTech TV for the interview!) I’ve studied the topic ever since my years heading up brand and strategy at Sony Electronics. 

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The Dangers of Discounting

I’m concerned about the retail industry. Earlier this month, a Federal Reserve survey reported that retail sales had weakened in many areas because of winter storms. As retailers report their first quarter results over the next few weeks, I’m sure we’ll see the fallout from the bad weather. We’re already seeing the aggressive price promotions that retailers have bowed in order to make up for the losses. 

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Where Are You Looking for Your Next Big Idea?

Great brands ignore trends” is one of the principles in my new book, What Great Brands Do, that has consistently been coming up in the interviews I’ve been doing about the book. It’s just so counter-intuitive. In fact, just last Friday, Jim Blasingame of The Small Business Advocate show, asked me about it in his radio broadcast that is nationally syndicated by The Small Business Network. (Listen to a part of our conversation here.)

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Great Brands Do Brand as Business

This post wraps up the series of posters from my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest — Great Brands Do “Brand As Business.” This brand-as-business management approach is ultimately what distinguishes great brands from merely good ones.

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Brands Aren’t Dying; Traditional Branding Is

James Surowiecki's column in The New York last week, Twilight of the Brands, seemed to suggest that brands are dying. He argued that the usefulness of brands as decreased given that "consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos."

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Great Brands Commit and Stay Committed

Here’s the latest in the series of posts and posters based on the principles from my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest. This principle, Great Brands Commit and Stay Committed, is easy to understand but hard to execute.

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Great Brands Sweat the Small Stuff

Great brands may think big, but they sweat the small stuff. They know that all the little things they do or fail to do in person shape brand perceptions far more than the big things they claim through mass media. So they design their customer experiences down to last detail, and usually appeal to as many of the five human senses as possible, since they know those experiences are so much more impactful, distinctive, and memorable than any advertising or marketing program they could run.

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An Interview With Denise Lee Yohn, Author of WHAT GREAT BRANDS DO

Do you know what great brands do? 

I first met Denise Lee Yohn in person when she spoke at the inaugural CXPA SoCal Local Networking Event in the fall of 2012. She spoke about good brands and great brands, and likened the difference between the two to the difference between failure and success. Great brands reap so many benefits, including: increased sales, higher profit margins, lower costs, greater customer loyalty, and higher market valuation.

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Learn What Great Brands Do

Wow! What a month it’s been! The official launch of my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest, is underway and that means lots of great resources for you to learn about, well, what great brands do.

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