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Denise Lee Yohn - Brand as Business™ Brief

01.10.12 vol 042

Hello Friends and Colleagues!

2012, according to the Chinese calendar, is the Year of the Dragon. 

In Chinese tradition, each year is dedicated to a specific animal -- and predictions for 2012 are for a dragon-like year of excitement, unpredictability, exhilaration, and intensity.

With this expectation in mind, I’ve selected several brands to keep my eye on. I released my top picks on my blog last week – but I saved one to add in this month’s brand as business brief – Best Buy.

Check out my rationale below, and let me know what you think. 

Also I’ve included an updated introduction to my services, presentations, and workshops.  Please let me know if I can be a resource to you in any way.


Like brands to watch -- a Denise Lee Yohn brand as business brief on Facebook

Brands to Watch in 2012

I’ve selected several brands to keep my eye on in 2012.  They’re likely to shake things up, surprise customers and the Street, and make for an overall exciting year:

  • -  Smashburger -- With 143 existing units and 450 franchise agreements on the books, QSR Smashburger is on a roll (pardon the pun!)  But don’t take my word that Smashburger is a brand to watch — Forbes Magazine recently named the chain "America's Most Promising Company.”  read more
  • -  JC Penney – Former head of Apple retail, Ron Johnson, is now leading the venerable department chain.  Building a stronger brand portfolio is among his many efforts to “transform JC Penney into America’s Favorite Store.” read more
  • -  Chipotle – The fast food chain appears on my list of brands to watch for the second year in a row because it continues to grow, innovate, and set the standard for the QSR industry. read more
  • -  Bluetooth v4.0 and ANT+ -- These lightweight, low-power technologies are going to revolutionize wireless devices and applications and lead the way as digital health and fitness crosses the chasm into the mainstream market. read more
  • -  Best Buy – The big box electronics chain is on my list again because this may be the year the company sizzles or fizzles.  On the upside, the company posted its first same store sales gain in two years last quarter, and its Geek Squad service (still the best option for PC owners) is a highly leverageable brand and business asset.   But Amazon poses an increasingly significant threat, especially given the mishaps with BBY’s online site during the holiday season, and televisions, one of its staple categories, is tanking.  Given how pervasive technology is in our culture today, there is still a great need for a national brick-and-mortar electronics brand – I hope BBY will rise again.

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Brand as Business

Do you prefer business as usual
or, “brand as business”?

brand as business is the management approach that involves the deliberate and systematic management of the business around the brand. Using your brand as a driver and compass for your culture, core operations, and customer experience, you become more competitive, efficient, and focused.

Whether you’re facing significant challenges or you’re simply looking to take your business to the next level, your issues call for fresh thinking and a pragmatic approach.

Check out my updated introduction to learn how my services, presentations, and workshops can build your brand and grow your business.

Contact me to learn more or see the results I've achieved for other organizations.

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Denise Lee Yohn has been inspiring and teaching companies how to operationalize their brands to grow their businesses for over 20 years. World-class brands including Sony, Frito-Lay, Burger King, and Nautica have called on Denise, an established speaker, author, and consulting partner. For more information, visit www.deniseleeyohn.com
Denise Lee Yohn

denise lee yohn, inc.
917-446-9325  |  @deniseleeyohn
mail@deniseleeyohn.com  |  www.deniseleeyohn.com