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Denise Lee Yohn - Brand as Business™ Brief

07.09.13 vol 059

Hello Friends and Colleagues!

Google has become one of the world’s greatest brands and it’s done so despite breaking all the branding rules.  

This brief features a 3-part blog series I just released on the how and why of Google’s brand strategy:

-  Part 1 discusses how Google embraces various renditions of its logo while other brands fear inconsistent usage of their logos will cause brand confusion.

-  Part 2 explores how Google uses all four of the typical brand architecture approaches, a quite unconventional, but nonetheless effective approach.

-  Part 3 explains how Google’s far-reaching charter and expansive footprint requires a new kind of brand -- one that isn’t defined by product category or even business sector.
 
I hope you enjoy this deep-drive into brand strategy – it’s been awhile since I’ve written something like this and so I’d really like to hear your feedback.

denise


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Google, the Flexible Brand -- Brand Logo

Common wisdom says that to build a strong brand you need to present your brand in a tightly focused, steadfast manner.  But Google has traded consistency for creativity with its brand.  In fact it seems to be practicing an entirely new brand-building philosophy:  flexible brand-building.

[read on]  

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Google, the Flexible Brand -- Brand Architecture

A well-designed, well-implemented brand architecture has provided a solid foundation for many companies.  Google is no exception – well, except that its brand architecture strategy seems quite unconventional.

[read on]

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Google, the Flexible Brand -- Brand Definition

The practice of brand-building is guided by proven principles – but, as the adage goes, rules are made to be broken.  And in Google’s case, it’s breaking rules for very good reason.  With such a far-reaching charter and expansive footprint, Google requires a new kind of brand -- one that isn’t defined by product category or even business sector.  Instead Google is a brand that is characterized by its commitment to make deep, rich, strong connections with consumers and that stretches in pursuit of new ways to make those connect.


[read on]

Like google, the flexible brand -- a Denise Lee Yohn brand as business brief on Facebook

 

Service Spotlight:  Brand Architecture

Looking for the organizing logic of your brand portfolio?

A Brand Architecture will help. 

A Brand Architecture:
-  prioritizes your brands and provides guidelines for using your existing brands and developing new ones
-  explains the relationships between the brands in your portfolio, including how strongly to promote your corporate brand vs. your product brands
-  recommends brands to build, consolidate, maintain, and eliminate
-  provides the nomenclature and visual approaches to link related brands

Download an overview and contact me to develop a framework for organizing, prioritizing, and managing your brands for maximum impact.

Like google, the flexible brand -- a Denise Lee Yohn brand as business brief on Facebook

Check out other ways I help companies achieve their brand and business objectives.

  In This Issue
 
What is Denise Doing?
 
  • -  developing a brand positioning for a new luxury jewelry brand
     
  • -  celebrating the launch of my book page on Wiley and Amazon – pre-order your copy of What Great Brands Do
     


  • -  sharing a manifesto for the digital health industry in a new post, The Problem with Personal Health Data, on the Consumer Electronics Association blog
     
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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