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Denise Lee Yohn - Brand as Business™ Brief

10.01.13 vol 061

Hello Friends and Colleagues!

Bill Gates wrote “Content is king” over 17 years ago but the point seems truer now than ever before.

The commoditization of products, advances in digital media, and rising customer expectations require brands to craft and share their stories in new ways to connect and engage with customers.  Here are three resources to help you break through the endless sea of media fragmentation, social platforms, and consumer technology with content that works.

denise

P.S. Here is the link to Bill Gates’ original article – it’s quite a prescient read.


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Building Brands by Creating Content

The topic at iMedia’s Brand SummitBrands as Content Creators, was a provocative one.  Pundits including David Shing, Digital Prophet at AOL, and Berkeley prof Bill Pearce, and practitioners from IntelKraftTarget and more took the stage to talk about the challenges and opportunities of creating, curating, organizing for, managging, distributing, and measuring the effectiveness of content.

Check out my slideshow featuring the best ideas and inspiration from the summit:



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Great Content Requires Strategy and Organization

 

Great content doesn’t just happen, but ensuring you have it doesn't have to be a mystery either.  Learn how companies can ensure they develop and distribute great content from research by Altimeter Group and best practices at Intel Corp. in this piece.
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Food Porn and Rich Data Combine for Results at Kraft

 

Mouthwatering food photography and rich customer data may not seem a likely match, but they make a powerful combination at Kraft Foods.  Check out my write-up on how Kraft is creating deliciously amazing food stories that drive sales and create value for the company.
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Service Spotlight:  Brand Platforms

Is there one common understanding of what your brand stands for among all your stakeholders?

Is your brand’s competitive position clearly articulated?

Does your team seem to “reinvent the wheel” every time new materials are created?


You need a strategic platform that definitively articulates your brand essence and competitive brand positioning.  Like a political platform, a strategic brand platform explains what you believe and what you plan to accomplish.

Your brand platform describes your:
-  brand essence – what your brand stands for – the key values and attributes that define your brand
-  competitive brand positioning – how your brand establishes competitive advantage – who are your target customers, what is the frame of reference in which they consider your brand, and what is the unique value you provide to them

Learn how I will help you ensure everyone who works on your brand shares one clear, consistent, common understanding of what your brand stands for and how it is positioned vs. competitors.  

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Discover how my other brand-as-business services help business leaders achieve their brand and business objectives.

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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